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Revealing Corporate Brands

Series on Innovation and Knowledge Management

Communication And Knowledge Transfer: Theories And Cases In Journalism, Public Relations And Advertising

Research shows that professional services firms can improve their approaches to attract, retain and develop their clients. However, even those firms that have invested in marketing and business development are now facing the challenges of integration of these functions along with sophisticated digital and global communications. Clients now have opportunities to research potential suppliers through a variety of channels including social media. Many of the large and medium-sized firms have global clients seeking local servicing. This book covers both strategic and tactical perspectives and processes for all involved in seeking, keeping, developing and servicing clients. The text is supported by the annual Marketing Benchmark carried out by Meridian West and the Managing Partner's Forum combined with a new, 2015, BD Benchmark of professional service practitioners. The findings, complemented with interviews with practitioners, fee-earners and clients, will underpin the practical advice and professional service examples provided by the authors. Effective Marketing and Business Development in Professional Services offers a new model of integration between marketing, business development, firm's culture and buyer behaviour. In doing so, it addresses the issues that are at the heart of professional service firms' struggle to survive and thrive in a fast-changing world market.

Effective Marketing and Business Development in Professional Services

Management Practice Essentials

Commercial acumen is a critical skill that underpins the realisation of successful and high value trading relationships. This concise textbook provides knowledge of the principles of strategic commercial management together with a framework for critically understanding commercial practice within and between organisations.

Strategic Commercial Management

The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs. The authors' expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Public Relations Perspective

The Business of Pitching

With this postgraduate textbook, learn how to critically analyse how sustainable a company's communications and brand is, and how to create a sustainable marketing plan.

Principles and Practices for Responsible and Ethical Marketing

Sustainable Marketing Strategies

With this undergraduate textbook, understand the general principles and practices of marketing within the world of fashion.

Strategies and Innovative Practices for Brand Positioning

Fashion Marketing

Use this postgraduate textbook to gain an in-depth exploration of luxury marketing, focusing on cultural heritage, consumer behaviour and modern-day strategies that define this unique sector.

Develop Innovative Marketing Strategies for Luxury Brands

Luxury Marketing

With this undergraduate textbook, students will learn how to analyse key business data and create new marketing opportunities.

Understand Data-Driven Decision-Making

Principles of Marketing Analytics

This book Provides a roadmap for digital transformation- Demonstrates how digital transformation is necessary for the survival and growth of business organizations and nonprofits of all sizes and industry segments.

A Roadmap for Driving Results in the Digital World

Transformative Marketing

Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.

A Comprehensive Guide to Customer Insight and Market Understanding

Market Research in Practice

The Science of Scaling Revenue

Revealing Corporate Brands

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