Marketing the Professional Services Firm
Chapter One
Growth strategies
Overview
Strategy sets the direction in which a firm wants to go. The leadership
of every firm has to develop a strategy rooted in the realities
of the market and communicate it throughout the firm. It
can be explicit, formal, intuitive or informal, but, without it, the
business could be fatally damaged. Strategy is neither short term
nor tactical. It calls for the formulation of a perspective on the
market and the firm's position within it, taking into account its
size, skills and market environment. This chapter examines a range
of possible marketing strategies applicable to different firms, from
a sole practitioner through to a boutique up to large international
firms.
The value of strategy
Good strategy is a framework of ideas, developed by the leadership, which
sets a course that the leadership wants for the firm by creating a common
purpose. It involves making decisions about d ... read full excerpt from Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions ebook
