The days of professionals simply hanging a shingle and waiting for clients to beat a path to the door are long gone. The marketplace is crowded with new service professionals of all types--from CPAs and attorneys to health care providers and competing service organizations. Professionals must realize that their services, no matter how good they are, simply will not sell themselves. Services marketing is the key to the game and here is the most concise, easy-to-understand, jam-packed source of services marketing.

Professional Services Marketing provides a very readable and simple...

This text provides an introduction to the major issues and concepts in professional service marketing, as well as strategic guidance to professionals new to marketing. The author outlines the characteristics and difficulties involved in managing and marketing professional services.