Marketing Professional Services, Revised

by Philip Kotler, Paul N. Bloom, Thomas Hayes, et al.

Book Overview

A practical guide addressing the marketing needs of professionals - making complex marketing concepts easy to grasp and ready to put into action. This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 073520179X
• ISBN13: 9780735201798
• Release Date: September 2000
• Publisher: Prentice Hall Press
• Length: 422 Pages
• Weight: 1.88 lbs.
• Dimensions: 1.3" x 6.2" x 9.5"

Customer Reviews

Another Kotler Classic

This is an excellent book by erudite professors that is well written and an easy read. This is a valuable book in the area of selling services, an area that is more challenging than selling physical products. The skill of selling professional services is critical and is the one most often in need of improvement for professionals such as engineers, architects, lawyers, marketing, IT and management consultants, accountants, doctors, among others. The authors stress the critical importance of focusing on customer needs, as the one key, which by itself will improve one's success in selling one's work. If one will always focus on client/customer benefits, rather than product/process features, one will improve one's success immediately. Features are components of a service which may include one's experience and expertise. People do not buy features but benefits, hence the need to focus on turning the important features of professional offerings into true benefits. To assume that one's client/customer will figure out the benefit is to lower the chance of selling one's potential product or idea. The book does a good job of providing practical advice on a wide range of critical subjects pertaining to this subject such as the 7Ps of marketing, the differences between products and services, the description of the distinctive challenges of marketing professional services, tactical ways to establish the services we should provide, pricing of services, among others. Case studies and examples enable the reader to reinforce what they will have learnt. As a management consultant, this book is a valuable addition to my library that I refer and consult regularly.

If you are only going to buy one book, this is the one.

After reading about 4 other books on the same subject this will be the only one that I will keep. This book goes beyond the typical professional services marketing subjects of get published, speak, etc. It instead describs TACTICAL ways to determine which services you should provide, how to price those services and how to let people know you provide them.

Must-have for professionals wanting to understand marketing.

This book is all about marketing for professionals - lawyers, doctors, accountants, management consultants, etc. It takes a textbook approach to this specialized area of marketing professional services but does so in a fast and effective fashion. The book starts out by defining marketing and quoting Peter Drucker 'The aim of marketing is to make selling superfluous'. Every professional loves to hear that as we all hate selling. The Seven Ps of Marketing are then explained - Product, Price, Place, Promotion, Physical Evidence, Processes, and People. The fundamental way services differ from products is then outlined - intangibility, inseparability, variability, and perishability along with satisfaction criteria being different and the effect of customer participation.Ten distinctive problems in marketing professional services are also described - third party accountability, client uncertainty, experience, limited differentiability, quality control, doers as sellers, time allocated to marketing, pressure to react, conflicting views about advertising, and a limited marketing knowledge base. The rest of the book builds on this foundation. This is one of the most useful and readable books I have encountered on the subject of marketing. It has the perfect combination of theory, practice, and actionable steps that you can find in any book specializing on marketing professional services. So if you are one of the targeted audiences don't hesitate and just get the book. You will not regret it and at the very least, it will give you a deep understanding of where you can improve in your business. You may feel the book is a bit pricey but the value makes it worthwhile. Good luck!

Highly Recommended!

As any self-employed lawyer, consultant or accountant knows, selling services can be much tougher than selling widgets. The major professional service firms employ huge marketing staffs whose job is to convince potential clients that they need the company's expertise, and to differentiate that expertise from all other competitors. Three marketing professors - Philip Kotler, Thomas Hayes and Paul N. Bloom - have distilled the strategies and techniques designed to accomplish this daunting task into this comprehensive text, which we from getAbstract recommend to anyone running their own services firm and to all those charged with marketing the majors.

Back by Popular Demand

This is the update of Phil Kotlers ground breaking first edition on Professional Services. The involvement again of Bloom and the addtion of Hayes has added a new dimension to the work. This book starts with a great introductory section which lays a good gounding and then develops clear and concise apporaches to marketing in this complex sector. Good cases and examples allow you to work through your own business and the book is structured logically to bring clear insights. If only professional services firms had this book open on their desk they might avoid some of the most obvious pitfalls, like appreciating the service from thier clients point of view, improving planning and tactics and ultimately providing better value. A must read.