Marketing Professional Services in Asia [Paperback]

Robert C. Sawhney (Author)

Book Description

Publication Date: June 17, 2009

Marketing law and other professional services in Asia is different to that of the Western world. If you are already in Asia, or planning to enter the emerging markets of Asia, this book will provide insight into the unique nature of the strategic management, marketing, and leadership of professional service firms (PSFs) in the region. The unique business context of the Asian region means that adopting Western management and marketing practices in places such as China, Hong Kong, Singapore and elsewhere is a recipe for disaster. This book provides a road map, and a wake up call, for Western PSFs who are either doing business here already or plan to. Much of what has been written for the PSF is either Western based or fails to account for the unique nature of such firms. This book is different. It addresses strategic marketing issues directly from the perspective of the Asian based PSF by drawing on research and methodologies that are rooted in the context of the Asian professional service provider. There are numerous cases and insights taken from the Asian market which will provide the reader with relevant, actionable advice. Additionally, a number of models have been developed whereby practitioners can take these concepts and apply them within their own firm. Covering a wide range of issues such as marketing culture, strategy, branding, and pricing, this book is for practicing professionals and PSF marketers, those at the top of the firm who have ultimate responsibility for the strategic direction and performance of the firm. There are also chapters written specifically for the small PSF which take into account the unique nature of small firm management in Asia.

Editorial Reviews

Review

A comprehensive, well written, and accurate presentation of law firm marketing --Bruce W. Marcus, Consultant and Editor, The Marcus Letter.

This book is a 'must read' for Marketers as well as Executives in Professional Service Firms in Asia and beyond. Filled with fact-based research and anecdotes, the reader will be left with a far better understanding of how and why identifying, anticipating and satisfying clients' needs in this vastly competitive knowledge-based economy is the only way to continue to bring value and a sustainable competitive advantage to its stakeholders --Geoff Trotter, Chief Knowledge Officer, Ernst & Young Far East Area

Marketing Professional Services in Asia should be on the desk of every lawyer, accountant, engineer, architect and other practicing professional in Asia as well as that of their marketing and business development staff. It is the first book based on rigorous research which addresses the wide range of strategic and tactical challenges of successfully marketing professional services firms in the Asian cultural and business context. The book should also be mandatory reading for all US, UK and Europe based Firm Managing Partners and their International Marketing Directors because it buries once and for all the myth that what works in home markets will work in Asia. Long may it rest in peace --Phillip McDonald, Head of Business Development, Deacons Law Firm, Hong Kong

About the Author

Robert Sawhney is the founder and managing director of SRC Associates Ltd, a pioneering Hong Kong based firm that works in the areas of strategic management, marketing, leadership, and internationalization services for professional service firms. Working throughout Asia and elsewhere, Robert has some 15 years experience in the Asian business environment and has developed a strong understanding of the business and cultural context of the region. He is the author of Marketing Professional Services in Asia (Lexis Nexis, 2009) and has published numerous articles in prominent publications such as Hong Kong Lawyer, Hong Kong Economic Times, Business Times (Singapore), Lawyers Weekly (Aus), HK Accountant, and The Lawyer (UK), among many others. Aside from his writing, Robert has worked with dozens of law firms and other professional service firms throughout Asia as well as providing workshops and education seminars accredited by both the Hong Kong Law Society and the Hong Kong Institute of Certified Public Accountants. He has a bachelors degree in management from Brunel University (London) and an MBA from the University of Lincoln.

Product Details

• Paperback: 190 pages
• Publisher: Lexis Nexis; first edition (June 17, 2009)
• Language: English
• ISBN-10: 9888016318
• ISBN-13: 978-9888016310
• Product Dimensions: 9.6 x 6.1 x 0.5 inches
• Shipping Weight: 15.2 ounces
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #3,442,789 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars You Can't Afford to Miss Out On Reading This Book, September 19, 2009

By 

Patrick J. McKenna - See all my reviews
(REAL NAME)   

This review is from: Marketing Professional Services in Asia (Paperback)

When every economic indicator is suggesting that the coming years belong to the developing economies in Asia, if you are now or ever expect to engage in conducting professional services in this area of the globe, you cannot afford to miss out on the advice provided by Bob Sawhney in this unique text. From what makes the Asian market different and how organizations purchase professional services to managing growth and globalization, this is the definitive playbook for marketing in Asia. Well done!!!