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Marketing Professional Services - Revised (Hardcover)

by Philip Kotler (Author), Thomas Hayes (Author), Paul N. Bloom (Author) "In this new millennium, the concept of "survival of the existing" no longer applies to professional services..." (more)
Key Phrases: United States, Custom Research, Individual Client (more...)

4.2 out of 5 stars See all reviews (11 customer reviews)

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Editorial Reviews

Product Description
In this thoroughly revised and updated resource, the authors make complex marketing concepts easy to grasp and ready to put into action. Beginning with an in-depth look at the role of marketing in any profession, they go on to cover the marketing process--from market analysis and service positioning to creating a promotion mix and implementing the marketing program--with targeted advice for business, legal, design, and medical professions.

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, and Principles of Marketing, 8E and the most recent trade title Kotler on Marketing. Paul Bloom, Ph.D. is a Professor of Marketing at the University of North Carolina at Chapel Hill. He also consults and is active in the American Marketing Association. Thomas Hayes, Ph.D. is a Professor of Marketing at Xavier University, Cincinnati, Ohio.

Product Details

Hardcover: 432 pages
Publisher: Prentice Hall Press; 2 edition (March 26, 2002)
Language: English
ISBN-10: 073520179X
ISBN-13: 978-0735201798
Product Dimensions: 9.1 x 6.2 x 1.4 inches
Shipping Weight: 1.8 pounds (View shipping rates and policies)

Average Customer Review: 4.2 out of 5 stars See all reviews (11 customer reviews)

Amazon.com Sales Rank: #505,669 in Books (See Bestsellers in Books)

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Inside This Book (learn more)

First Sentence:
In this new millennium, the concept of "survival of the existing" no longer applies to professional services. Read the first page

Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Custom Research, Individual Client, New York, Star Trek, Andersen Consulting, Services Accessible, Client Behavior Questionnaire, Defining Characteristic, North America

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Concordance | Text Stats

Citations (learn more)

This book cites 9 books:

Marketing of Services (Proceedings Series) by James H. Donnelly on page 21, and page 265
Marketing Management (12th Edition) by Philip Kotler in Front Matter
Service Quality (Marketing Science Institute (MSI) Relevant Knowledge Series) by Valarie A. Zeithaml and A. Parasuraman on page 55
Principles of Marketing by Kotler. Philip on page 21
Theory of Buyer Behaviour (Marketing) by John A. Howard on page 233

See all 9 books this book cites

33 books cite this book:

Marketing for Attorneys and Law Firms (Haworth Marketing Resources) by William Winston on 7 pages
Mastering Professional Services by Thomas E Lah on 4 pages
Directions: Strategic Marketing for AEC Business Development by Richard K. Rodgers in Front Matter, and page 344
Gurus on Marketing by Sultan Kermally on page 84, and page 86
Consumers and Services by Mark Gabbott on page 31, and page 181

See all 33 books citing this book

What Do Customers Ultimately Buy After Viewing This Item?

	63% buy the item featured on this page: Marketing Professional Services - Revised 4.2 out of 5 stars (11) $45.00
	13% buy Managing The Professional Service Firm 4.9 out of 5 stars (52) $17.16
	11% buy Marketing the Professional Services Firm: Applying the Principles and the Science of Marketing to the Professions 4.3 out of 5 stars (3) $56.00
	8% buy The Trusted Advisor 4.6 out of 5 stars (37) $10.85

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Customer Reviews

11 Reviews

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4 star:		(2)
3 star:		(0)
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Average Customer Review

4.2 out of 5 stars (11 customer reviews)

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12 of 12 people found the following review helpful:

5.0 out of 5 stars Must-have for professionals wanting to understand marketing., October 8, 2003

By	Harinath Thummalapalli (Austin, TX United States) - See all my reviews (REAL NAME)

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:

5.0 out of 5 stars Highly Recommended!, September 17, 2002

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER) (REAL NAME)

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:

5.0 out of 5 stars Back by Popular Demand, July 31, 2002

By	Prof Mark Gabbott (Australia) - See all my reviews

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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Most Recent Customer Reviews

5.0 out of 5 stars Marketin Professional Services
This is a great book with very clear marketing ideas and concepts.
It help me a lot in defining and developing strategies for my business. Read more

Published 5 months ago by CM Student

4.0 out of 5 stars the best for professionalists
The best workbook for managers who want to develop the skills and knowledge in integrated communication.

Published 18 months ago by A. Pick

5.0 out of 5 stars 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... Read more

Published on July 17, 2006 by Elijah Chingosho

4.0 out of 5 stars A solid B+
Kotler, for my money, is the ultimate marketing authority. While I agree with much of the book, there are just a few things that I found missing in the approach. Read more

Published on September 8, 2005 by Henry Devries

5.0 out of 5 stars 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... Read more

Published on April 5, 2005 by Michael Cizmar

2.0 out of 5 stars misapplied thinking
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. Read more

Published on September 11, 2004 by B. Sawhney

1.0 out of 5 stars An academic's distorted view
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... Read more

Published on June 6, 2002 by Bruce W. Marcus

5.0 out of 5 stars Why Successful Professional Services Firms are Successful
Firmly grounded in theory, Marketing Professional Services is not just another tactical "how to" book. Read more

Published on April 9, 2002 by John Kerr Jr., Directions Cust...

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