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Marketing Professional Services - Revised Hardcover – April 1, 2002


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Product Details

  • Hardcover: 432 pages
  • Publisher: Prentice Hall Press; Revised edition (April 1, 2002)
  • Language: English
  • ISBN-10: 073520179X
  • ISBN-13: 978-0735201798
  • Product Dimensions: 6.3 x 1.4 x 9.3 inches
  • Shipping Weight: 1.8 pounds
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #1,115,397 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Philip Kotler, Ph.D is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern. He is the author of multiple titles including "Marketing Management 5e", "Principles of Marketing 8e", and the most recent trade title "Kotler on Marketing."Paul Bloom, Ph.D is Professor of Marketing at the University of North Carolina. He also consults and is active in the America Marketing Association.Thomas Hayes, Ph.D is a Professor of Marketing at Xavier University, Ohio.

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Customer Reviews

The rest of the book builds on this foundation.
Harinath Thummalapalli
Good cases and examples allow you to work through your own business and the book is structured logically to bring clear insights.
Prof Mark Gabbott
As a management consultant, this book is a valuable addition to my library that I refer and consult regularly.
Elijah Chingosho

Most Helpful Customer Reviews

12 of 12 people found the following review helpful By Harinath Thummalapalli on October 7, 2003
Format: Hardcover
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!
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8 of 9 people found the following review helpful By Rolf Dobelli HALL OF FAME on September 17, 2002
Format: Hardcover
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.
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10 of 12 people found the following review helpful By Prof Mark Gabbott on July 31, 2002
Format: Hardcover
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.
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7 of 8 people found the following review helpful By B. Sawhney on September 11, 2004
Format: Hardcover
I am a fan of Philip Kotler but this book misses the mark. There are some factual mistakes and errors but this is not the biggest problem. The book comes across as a frankenstein of joined together marketing theories and application from many of Kotlers other works and there seems little new here. Additionally, many of the concepts discussed, such as the BCG matrix hardly seem applicable to most professionals, particularly those working on large multi million dollar tenders such as engineers and architects. Having taught marketing at post graduate level using Kotlers text books as the core text, this work becomes even more dissappointing as it seems that there is little evidence that the authors have a solid understanding of professional services marketing as it for the professionals who practice it.
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27 of 37 people found the following review helpful By Bruce W. Marcus on June 6, 2002
Format: Hardcover
As anyone remotely involved in marketing professional services will quickly discern, this academic view bears no semblance of understanding of the unique qualities of marketing a law, accounting, or consulting firm. The authors attempt to fit professional services marketing into a framework of product marketing, resulting in irrelevant, discredited and useless concepts. Furthermore, the book is loaded with factual and conceptual mistakes. Any attempt to build a marketing structure for professionals based on this book is doomed to a vast waste of time, energy and money.
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3 of 3 people found the following review helpful By Michael Cizmar on April 5, 2005
Format: Hardcover
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.
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