{"product_id":"client-at-the-core-marketing-and-managing-todays-professional-services-firm-hardback-9780471453130","title":"Client at the Core; Marketing and Managing Today's Professional Services Firm (Hardback) 9780471453130","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eClient at the Core\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eMarketing and Managing Today's Professional Services Firm\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eAugust J. Aquila (Author), Bruce W. Marcus (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780471453130, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 3 September 2004\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e304 pages, Drawings: 1 B\u0026amp;W, 0 Color; Tables: 2 B\u0026amp;W, 0 Color; Exhibits: 0 B\u0026amp;W, 0 Color\u003cbr\u003e23.8 x 16 x 2.7 cm, 0.626 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\"\u003ci\u003eClients At The Core\u003c\/i\u003e is an essential blueprint to helping us all take the next steps. The authors, battle scarred by the evolution of professional firm management and marketing from then to now, have captured the changing needs of the firms in this turbulent new economic era. This is a well-written book that uses plain language to convey practical, well thought-out ideas.\"\u003cbr\u003e -\u003cb\u003ePatrick J. McKenna\u003c\/b\u003e, a leading international consultant to professional service firms \u003cbr\u003e \u003cbr\u003e \"The authors have captured the changing role of professional services marketing and firm management. There is valuable insight [in this] down-to-earth guide to competing successfully in the new environment.\"\u003cbr\u003e -\u003cb\u003eDavid Maister\u003c\/b\u003e, author and consultant \u003cbr\u003e \u003cbr\u003e \"The book is a masterpiece! Aquila and Marcus have produced the essential guide for managing a professional services firm. They've marshaled their considerable real-life experiences and far-reaching vision into a veritable operating manual for the successful firm.\"\u003cbr\u003e -\u003cb\u003eRick Telberg\u003c\/b\u003e, Editor at Large, American Institute of Certified Public Accountants \u003cbr\u003e \u003cbr\u003e \"At its heart, this book is the running shoe for legal and accounting professionals who want to put the client first. Following the evolution of the industry over the past twenty-five years, this must-have for every professional services firm is the key to leading in the turbulent and highly competitive waters ahead.\"\u003cbr\u003e -\u003cb\u003eRichard S. Levick, Esq.\u003c\/b\u003e, President, Levick Strategic Communications, LLC coauthor, Stop the Presses: The Litigation PR Desk Reference \u003cbr\u003e \u003cbr\u003e \"Client selection and retention is one of the critical success factors for a professional services firm, and Aquila and Marcus do a masterful job at educating us on the necessary ingredients of each. The chapters on firm governance and paying for performance are thought provoking and certainly challenging to the conventional wisdom. If you want a better understanding of marketing and leading a professional firm in these turbulent times, this book is essential.\"\u003cbr\u003e -\u003cb\u003eRonald J. Baker\u003c\/b\u003e, author, Professional's Guide to Value Pricing and The Firm of the Future \u003cbr\u003e \u003cbr\u003e \"Client at the Core is a commonsense approach to keeping your professional services firm relevant in the twenty-first century's client-driven economy. Aquila and Marcus have hit a home run with their insightful analysis and poignant prose.\"\u003cbr\u003e -\u003cb\u003eJeffrey S. Pawlow\u003c\/b\u003e, Managing Shareholder, The Growth Partnership, Inc.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword xvii\u003c\/p\u003e \u003cp\u003ePreface xix\u003c\/p\u003e \u003cp\u003eAcknowledgments xxv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Professions and Professionals in Turmoil 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 If Something Can Change, It Will\u003cbr\u003e \u003ci\u003eStrategic Factors in a New Environment 3\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Clients—Who They Are and How to Find Them 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e2 What a Client Really Wants\u003cbr\u003e \u003ci\u003eListening to the Client for Fun and Profit 13\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3 Are We a Client-centric Firm Yet?\u003cbr\u003e \u003ci\u003eOrganizing to Meet Client Needs 19\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e4 Now, Here’s My Plan\u003cbr\u003e \u003ci\u003eDefining the Right Client for You 31\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Making Your Vision a Reality 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5 I Can See Your Future from Here\u003cbr\u003e \u003ci\u003eVision? A Working Tool? 41\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6 Seizing Those Opportunities\u003cbr\u003e \u003ci\u003eMaking the Vision a Reality 49\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7 Making Marketing a Nice Word\u003cbr\u003e \u003ci\u003eBuilding a Client-centric Marketing Culture 73\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8 It’s the End Game that Counts\u003cbr\u003e \u003ci\u003eContact—Turning the Prospect into a Client 89\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Marketing Tools and How to Use Them 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e9 Hang High the Rafters, Carpenter\u003cbr\u003e \u003ci\u003eThe Tools of Marketing that Build the Marketing Program 113\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V Managing the Client-centric Firm 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e10 Turning Recipes into Cakes\u003cbr\u003e \u003ci\u003eManaging for Results 165\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e11 Who’s at the Helm and Who’s on the Bridge\u003cbr\u003e \u003ci\u003eFirm Governace and Structure 173\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12 Holding a Handful of Mercury\u003cbr\u003e \u003ci\u003eManaging the Knowledge Worker for the One-Firm Firm 185\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13 For Love or Money—or Both\u003cbr\u003e \u003ci\u003ePaying for Performance 191\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e14 Didn’t We Tell You What We’re Doing?\u003cbr\u003e \u003ci\u003eInternal Communications—Let Me Count the Ways 201\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI Economics in the Client-centric Firm 217\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e15 A Farthing for Your Goat\u003cbr\u003e \u003ci\u003ePricing in a Client-centric Firm 219\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16 What Did I Get for My Money?\u003cbr\u003e \u003ci\u003eMeasuring the Marketing ROI 229\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e17 Cash Is King\u003cbr\u003e \u003ci\u003eWhat’s the Lifetime Value of Your Clients and the Financial Health of Your Firm? 233\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VII What Will We Do Tomorrow? 239\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e18 The Future for Professional Services\u003cbr\u003e \u003ci\u003eAre We There Yet? 241\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix A The Balanced Scorecard 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Balanced Scorecard—Financial Measures 247\u003c\/p\u003e \u003cp\u003eThe Balanced Scorecard—Client Measures 251\u003c\/p\u003e \u003cp\u003eThe Balanced Scorecard—Internal Business Process Measures 252\u003c\/p\u003e \u003cp\u003eThe Balanced Scorecard—Marketing Measures 253\u003c\/p\u003e \u003cp\u003eThe Balanced Scorecard—Employee Growth and the Learning Measures 255\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix B Managing the Knowledge Worker 257\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTake the Pulse of Your Staff 257\u003c\/p\u003e \u003cp\u003eCompensation 257\u003c\/p\u003e \u003cp\u003eCareer Advancement Opportunities 258\u003c\/p\u003e \u003cp\u003eFirm Culture 258\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix C Pricing in a Client-centric Firm 261\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAnalyzing Price Sensitivity 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix D Accounting and Law Firm Benchmarks 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAccounting Firm Benchmarks 263\u003c\/p\u003e \u003cp\u003eBibliography and References 267\u003c\/p\u003e \u003cp\u003eIndex 271\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Finance \u0026amp; accounting [\u003ca title=\"See our other books on Finance \u0026amp; accounting\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Finance%20\u0026amp;%20accounting%20%5BKF%5D%22\"\u003eKF\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52293481693464,"sku":"9780471453130","price":62.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780471453130.jpg?v=1781641538","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/client-at-the-core-marketing-and-managing-todays-professional-services-firm-hardback-9780471453130","provider":"Freshly Printed Books","version":"1.0","type":"link"}