Client at the Core

Marketing and managing today's professional services firm
Hardcover, 277 pages

In Client at the Core, internationally renowned practitioners of marketing and managing professional services August Aquila and Bruce Marcus delineate the new landscape of professional services marketing and describe a new path for successfully competing in today's and tomorrow's markets.

This book goes beyond the traditional how-to methods for rethinking a firm's marketing and management process and digs into reexamining the entire professional firm and how it can better relate to and serve its market. In-depth discussions look at what works in today's environment and how to build a firms' marketing culture to help it successfully compete and grow in the future. Authoritative coverage also addresses new tools for measuring firm marketing and performance as well as new business models that adapt to the economy. In fact, the authors provide a handbook built on their extensive experience to help the new professional firm survive and thrive in an ever-changing business climate.

This is the era in which the client, not the professional, must be at the core of professional practice. Client at the Core defines that process and provides the bridge to future competitive environments.

Designed For: CPAs, lawyers, consultants and other professionals

Product Code: PMCATC

Vendor: John Wiley & Sons

About the Author: August J. Aquila is one of the country's leading consultants in the areas of mergers and acquisitions, succession planning, and management issues for professional services firms. He was an early pioneer and leading force in the accounting profession's consolidation movement. In 2003, he was inducted into the Accounting Marketing Association's Hall of Fame.

Bruce W. Marcus is a widely published author and consultant to some of the nation's largest corporations and professional services firms. The author of hundreds of articles and more than a dozen books on marketing and marketing-related subjects, he is the editor of the Marcus Letter on Professional Services Marketing, read internationally by more than 22,000 lawyers, accountants, consultants, and professional marketers.

Format: Hardcover

Price: $47.00 members, $55.00 non-members