professional services marketing 3.0
its evolution, its future, and how to thrive with it.
by bruce w. marcus
(co-author of the best-selling “client at the core”)
with an introduction
by michelle golden
(golden practices inc.)
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a new step in the marketing evolution
from the preface to “professional services marketing 3.0”
by bruce w. marcus
“professional services marketing 3.0” brings us the accountant who is now completely conversant with the role of marketing in the practice, the techniques of marketing, and the role of the professional marketer. where, under 2.0, it was the professional versus the marketer, under 3.0 we now begin to see the cpa/marketer – in a new partnership.
we see new kinds of firms, with new configurations, developed to improve productivity and client service. we see new attitudes by the cpas, and new cpa/marketer relationships. it’s a new step in the evolutionary process.
the cpa profession is already raving!
advance praise
for professional services marketing 3.0
by bruce w. marcus
bruce marcus’ newest book documents an important evolution in professional firms and the way law and accounting firms interact with current and prospective buyers. these interactions include serving the client, but also—quite importantly—reflecting how people working in firms present themselves in terms of their ability to bring true value to those who hire them. the author’s approach is two-fold: understand the past, and be intentional about the future.
from the introduction by michelle golden,
golden practices inc., and author of
“social media strategies for professionals and their firms”
bruce marcus has been a distant mentor since i began following his writings in 1990. in 
“professional services marketing 3.0,” bruce takes us on a remarkable journey from marketing 1.0 to 3.0, dissecting all the concomitant changes taking place in the marketplace. like a master cartographer, he maps out the forces of marketing 3.0 that will change the professions—most importantly, from being practice-centric to becoming client-centric. because the purpose of any enterprise is to create a customer, marketing and innovation are the only functions that matter, as they create results, whereas all the rest are merely costs. read this brilliant work to learn how to perform both of these functions more effectively in an environment dominated by creative change.
ron baker, founder, verasage institute,
author of “implementing value pricing:
a radical business model for professional firms”
bruce has always been on the nose of the ship – peering into the future and guiding firms’ growth strategies. he does it again, with profound insights in professional services marketing 3.0. this book is a gem!
gale crosley, cpa
crosley+company
bruce w. marcus has always been the type of gentleman to get us to think. with professional services marketing 3.0, he continues to challenge us in the ever-changing professional services marketing world. thank you, bruce, for sharing your wisdom and perspective on a profession we both love.
jean marie caragher
president, capstone marketing
this book is a must-read for those interested in what the future holds for professionals seeking growth in this new millennium. timely, relevant and focused.
christian payne, ceo
kellogg & andelson cpas
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published by bay street group llc, which also produces 卡塔尔世界杯常规比赛时间
and the seven keys to successful cpa firm management