{"id":54812,"date":"2018-06-07t17:18:12","date_gmt":"2018-06-07t21:18:12","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?post_type=product&p=54812"},"modified":"2024-09-18t09:37:50","modified_gmt":"2024-09-18t13:37:50","slug":"professional-services-marketing-3-0-by-bruce-w-marcus","status":"publish","type":"product","link":"\/\/www.g005e.com\/shop\/professional-services-marketing-3-0-by-bruce-w-marcus\/","title":{"rendered":"professional services marketing 3.0"},"content":{"rendered":"

contents<\/strong><\/h2>\n

1 \u2013 professional services marketing 3.0
\nhow we got from marketing 2.0 to here<\/em><\/p>\n

2 \u2013 change is a\u00a0<\/em>result \u2013\u00a0evolution<\/em>\u00a0is the process
\nthe anatomy of getting to professional services marketing 3.0 \u2013 and beyond<\/em><\/p>\n

3 \u2014 how marketing works
\nbuilding a firm \u2013 for now and the future<\/em><\/p>\n

4 \u2014 building a marketing culture
\nmoving into professional services marketing 3.0<\/em><\/p>\n

5 \u2014 the risk of not understanding the risk
\nhow to understand, manage and avoid reckless risk<\/em><\/p>\n

6 \u2013 anything you can do i can do better
\nare accountants or lawyers the better marketers? does one size fit all?<\/em><\/p>\n

7 \u2014\u00a0 a fixed position in a moving world
\npositioning as a metaphor<\/em><\/p>\n

8 \u2014 let\u2019s lose the word\u00a0image<\/em>
\n<\/em>it\u2019s<\/em>\u00a0a<\/em>\u00a0hollow view<\/em><\/p>\n

9 \u2014 marketing an accounting firm
\nthe virginia accountant 1980<\/em><\/p>\n

10 \u2013the secret formula for professional services marketing
\nit all boils down to getting one client at a time<\/em><\/p>\n

11\u2013 sing me a sonnet
\nor find some other way to inspire me<\/em><\/p>\n

12 \u2014 i\u2019ve got a little list
\ntargeted\u00a0 marketing\u00a0 and a total context to make it work<\/em><\/p>\n

13 \u2014 managing knowledge as a marketing and management tool
\nwhat do we know when we say know?<\/p>\n

14 \u2014 new dimensions in internal communications
\ninformation management and the internal communications process<\/p>\n

15 \u2013 dealing with clients who think they know marketing
\nbut don\u2019t and what they should know<\/em><\/p>\n

16 \u2014 all together\u00a0 now \u2013 it\u2019s\u00a0our\u00a0<\/em>client
\nthe client service team as a growing phenomenon<\/em><\/p>\n

17 \u2014 can david beat goliath again?
\nten things small firms can do to compete<\/em><\/p>\n

18 \u2014 don\u2019t solve the problem \u2013 do a brochure
\non being original in a brochure<\/em><\/p>\n

19 \u2014 being social in the new world of social media
\ntalking to prospects\u00a0 when prospects can talk back<\/em><\/p>\n

20 \u2014 i caught it \u2014 can i keep it?
\nkeeping your client out of the competitive pool<\/em><\/p>\n

21 \u2014 advertising as a marketing tool that sometimes works
\nand why it sometimes doesn\u2019t<\/em><\/p>\n

22 \u2014 ogletree deakins gets it right
\ndoing the perfect ad<\/em><\/p>\n

23 \u2014 there\u2019s a leak in my \u00a0firm
\nnever mind who \u2014 why?<\/em><\/p>\n

24 \u2014 be nice to the journalists
\nor else you\u2019ll turn into a pumpkin \u2014 or something<\/em><\/p>\n

25 \u2014 spinning out of control
\nwhen bad things happen to good marketers<\/em><\/p>\n

26 \u2014 same game, same name, different rules
\nany old pr person will do<\/em><\/p>\n

27 \u2014 where went the 5 ws?
\nthe press release in today\u2019s world<\/em><\/p>\n

28 \u2014 is more publicity better?
\nor is better publicity better?<\/em><\/p>\n

29 \u2014 getting to the next stage
\nsometimes change is improvement \u2013 sometimes it isn\u2019t. but it\u2019s always inevitable<\/em><\/p>\n

\n

praise for professional services marketing 3.0
\n<\/em><\/strong><\/h2>\n

bruce marcus transcends our imagination by revealing the elements that will define the future of professional service firm marketing and then offers a navigational tool that illuminates the road ahead.\u00a0 he does this after laying a foundation that explains where we are now and why.\u00a0 this brilliant work will become the manual for individual professionals as well as firm leaders and marketing professionals.<\/p>\n

gerry riskin,\u00a0b. com, llb, p. admin,
\nformer managing partner
\nand cofounder of the global consultancy edge international.<\/p><\/blockquote>\n

bruce marcus has been a distant mentor since i began following his writings in 1990. inprofessional 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\u2014most 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.<\/p>\n

ron baker,
\nfounder, verasage institute,
\nauthor of\u00a0implementing value pricing:<\/em>
\na radical business model for professional firms<\/em><\/p><\/blockquote>\n

bruce has always been on the nose of the ship \u2013 peering into the future and guiding firms\u2019 growth strategies. he does it again, with profound insights in professional services marketing 3.0. this book is a gem!<\/em><\/p>\n

gale crosley,
\ncpa, crosley+company<\/p><\/blockquote>\n

 <\/p>\n

legal marketing opens the doors through which lawyers walk to develop business. over a 60-year career in marketing, nobody has opened more of those doors, and successfully led more lawyers through, than bruce marcus. now, at a critical inflection point in the profession\u2019s history, bruce looks back to show us where we\u2019ve been and looks forward to show us where we\u2019re going \u2014 the doors yet to be opened. i strongly recommend you follow him through.<\/p>\n

jordan furlong,
\nlaw21 and partner,
\nedge international<\/p><\/blockquote>\n

 <\/p>\n

throughout his extraordinary career, bruce marcus has been teaching us to grasp the fundamental unchanging truths of professional marketing even as we respond to the inevitable changes and challenges that expanding marketplaces dictate.\u00a0professional services marketing 3.0is a wise study of where we are now, how we got here, and where we need to go next. here, simply, is the voice of a master.<\/p>\n

richard s. levick, esq.,
\npresident & ceo,
\nlevick strategies<\/p><\/blockquote>\n

 <\/p>\n

in\u00a0professional services marketing 3.0, bruce marcus has repeated and updated many of his musings from over the years.\u00a0 his use of historical references demonstrates both consistency and evolution\u2014some things have changed; some things have not.<\/p>\n

history is important for professional services marketers.\u00a0 it helps explain why some of our recalcitrant attorneys or accountants behave the way they do, and why it can be so hard to get things done.<\/p>\n

but bruce also provides hope for change.\u00a0 in his view, the new world of professional services marketing\u20143.0\u2014is one where marketing is integrated into the practice, and where practitioners work in partnership with professional marketers.\u00a0 in his book, bruce presents examples of forward-thinking firms, and insights into where the future might lead.<\/p>\n

with professional services marketing 3.0, bruce reminds us that he \u201cgot it\u201d long before \u201cit\u201d even got here.<\/p>\n

sally j. schmidt,
\npresident,
\nschmidt marketing, inc.<\/p><\/blockquote>\n

 <\/p>\n

who better to hold the lamp high while we struggle toward a more rational and humane future for the professions? i am reminded again of bruce marcus\u2019 unflagging intelligence and his extraordinary clarity and perspective on the subject of marketing knowledge services \u2013 or, to be more precise, managing the business of knowledge services. i\u2019m grateful to find yet another of bruce\u2019s books in my hands, giving fine shape to the future in a way that makes it seem possible.<\/p>\n

merrilyn astin tarlton,
\nattorney at work<\/p><\/blockquote>\n

 <\/p>\n

professional services marketing 3.0 is a key guide for anyone working in the professions. it is more than part \u201cthe essential marcus\u201d -an anthology of the author\u2019s best articles spanning 5-plus decades and part a chronicle of the development of marketing in the professions: charmingly mixed with autobiographical elements, marcus challenges conventional wisdom and looks at what\u2019s yet to come, and yet to be done. in a time of increased competition, lawyers, accountants and their marketers have to work closer together than ever, and use smarter, rather than merely more marketing. marcus\u2019 book should appeal to newcomers to accounting and law firm marketing, those needing a refresher course on best practice as well as to seasoned marketers interested in questioning the viability and effectiveness of their marketing.<\/p>\n

dr. silvia hodges,
\nfordham law school<\/p><\/blockquote>\n

\u00a0<\/em><\/p>\n

if you\u2019re breathing, you\u2019re marketing.\u00a0 not everyone realizes this truth, but great rainmakers and those who are looking to thrive in the new normal certainly do.\u00a0 you can choose to ignore this truth and suffer the inevitable consequences, or you can study the wisdom shared by bruce marcus in\u00a0professional services marketing 3.0, implement what you learn and be among those who thrive in this ever changing world.\u00a0 you can hang on and pray or choose to steer the ship intelligently.\u00a0 those who read bruce\u2019s latest book will be in the latter group.<\/p>\n

patrick lamb,
\nfounding member,
\nvalorem law group<\/p><\/blockquote>\n

 <\/p>\n

bruce marcus has the uncanny ability to take a hot-button topic and soothingly\u2014but incisively\u2014cut to the heart of the matter: everything you think you know about marketing has changed. in a fast-paced, wonderfully written look at marketing today and in the future, marcus shows the reader how enormously this field has changed in a few short decades\u2014and how it is changing now. law firm marketing professionals and attorneys alike should use this book as their bible.<\/p>\n

wendy ampolsk stavinoha,
\nsenior legal and marketing editor<\/p><\/blockquote>\n

bruce marcus has written the alpha and omega of guides to marketing professional services.\u00a0 his book is like a gps for navigating all the rapidly expanding possibilities for marketing to and reaching potential clients. \u00a0drawing on decades of experience, bruce has created a thorough and practical guide that every law firm should read and use immediately.<\/p>\n

pamela woldow,
\ngeneral counsel & partner,
\nedge international, llc<\/p><\/blockquote>\n

 <\/p>\n

this is so much more than just a marketing book for professionals. instead, bruce marcus has crafted a manifesto for the coming revolution that will forever change how professionals serve their clients. with his decades of real-world experience and wisdom, bruce marcus is the perfect guide for navigating this change. if you\u2019re a professional \u2014 even one who hates the idea of marketing \u2014 and you want to better reach and serve clients, you must read\u00a0professional services marketing 3.0.<\/p>\n

jay shepherd,
\nceo of prefix, llc and author of
\ntheclientrevolution.com<\/em><\/p><\/blockquote>\n

 <\/p>\n

bruce marcus has been pushing back the frontiers of legal marketing since its very start, and now he is at it again.\u00a0 his new book not only provides a picture of where legal marketing is now, it also explains where it is going next. don\u2019t miss this definitive guide to where legal marketing is going, from a thought leader who\u2019s been charting its course since the very beginning.<\/p>\n

jim hassett,
\nfounder, legalbizdev<\/p><\/blockquote>\n

 <\/p>\n

bruce marcus has once again knocked it out of the park! \u00a0professional services marketing 3.0\u00a0will be the bible for business developers and marketing savvy lawyers and accountant and their support teams. \u00a0bruce marcus teaches people to be innovative\u00a0thinkers and how to successfully implement cutting edge innovations for success in business, which ultimately results in revenue generation and total client satisfaction.<\/p>\n

iris jones,
\nlawyer, business development coach and trainer,
\nceo, alchemy business strategies, llc.<\/p><\/blockquote>\n

 <\/p>\n

lawyers and accountants, from students and novices to the most experienced professionals, can benefit from bruce marcus, a marketing guru who, for decades, has helped lawyers, accountants and other professionals to communicate more effectively. in fact, his new book is so delightfully written that anyone in banking and related fields, as well as people in advertising, public relations, sales and other areas of marketing, can enjoy and benefit by reading it.<\/p>\n

richard weiner,
\nauthor of 23 books
\nabout public relations and media<\/p><\/blockquote>\n

 <\/p>\n

“professional services marketing 3.0”?<\/strong><\/h2>\n
\"bruce
marcus<\/figcaption><\/figure>\n

this from someone who has written, spoken, railed against jargon and gimmicks?<\/em><\/p>\n

well, yes, because in this rapidly changing economic environment, intensely competitive landscape, and highly charged computer age, it\u2019s the best way to define significant evolution from one distinct period to the next. as you\u2019ll see, that\u2019s exactly what\u2019s happened and is happening.<\/em><\/p><\/blockquote>\n

\u2013 from the preface of
\n\u201cprofessional services marketing 3.0<\/strong><\/em>?<\/p>\n

about bruce w. marcus<\/strong><\/h2>\n

bruce w. marcus pioneered the modern practices of professional services marketing and remains a legend in the industry and professional services marketing 3.0, the ultimate authority.<\/p>\n

\"award
award named in honor of marcus<\/figcaption><\/figure>\n

in 1951, with a degree in economics and philosophy, he joined the then-big eight accounting firm peat marwick mitchell to establish the firm\u2019s library. there, he developed an article writing and seminar program that successfully promoted the firm\u2019s reputation.<\/p>\n

the association for accounting marketing named the lifetime achievement award after him<\/a>.<\/strong><\/p><\/blockquote>\n

professional services marketing 3.0, completed shortly before his passing, was his final book and remains the leading source on the topic. in his long and storied career, marcus served as a public relations and marketing executive or consultant to most of the international accounting firms, and many large and small law firms. his book competing for clients was one of the first to delineate the new practices of professional services marketing, followed by more than a dozen books on professional services marketing, real estate marketing, investor relations, and international accounting standards. his first newsletter, the marcus report, was followed by the award-winning marcusletter.com \u2014 one of the longest-running letters on marketing for lawyers and accountants. he was on the editorial boards of several leading professional services publications, a contributor to many publications, and was a keynote speaker at major conferences. he taught one of the first courses in professional services marketing at the fordham university graduate school of business and lectures frequently at the fordham university law school.<\/p>\n

marcus died shortly before christmas 2014 in new haven at age 89.<\/p>\n","protected":false},"excerpt":{"rendered":"

its evolution, its future, and how to thrive with it.<\/b><\/p>\n

by bruce w. marcus<\/em><\/p>\n

the ground-breaking classic by the hall of fame legend in marketing and business development for accounting firms.<\/p>\n

with a foreword by bruce macewen (adam smith esq.)\u00a0and an introduction by michelle golden (fore advantage consulting)<\/p>\n

second edition<\/i><\/b><\/p>\n

start reading immediately with the ebook add-on option (link delivered with your order confirmation receipt)<\/h4>\n","protected":false},"featured_media":68925,"template":"","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":""},"product_cat":[3068,2851,2837,2833,2860,2840],"product_tag":[2874],"class_list":{"0":"post-54812","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_cat-bruce-marcus","7":"product_cat-client-service-retention","8":"product_cat-growth-profitability","9":"product_cat-leadership-strategy","10":"product_cat-marketing","11":"product_cat-recommended","12":"product_tag-marketing-business-development","13":"member-discount","14":"discount-restricted","16":"first","17":"instock","18":"taxable","19":"shipping-taxable","20":"purchasable","21":"product-type-variable","22":"has-default-attributes"},"acf":[],"yoast_head":"\nprofessional services marketing 3.0 - 卡塔尔世界杯常规比赛时间<\/title>\n<meta name=\"description\" content=\"actionable intelligence for tax, accounting, and financial professionals\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"\/\/www.g005e.com\/shop\/professional-services-marketing-3-0-by-bruce-w-marcus\/\" \/>\n<meta property=\"og:locale\" content=\"en_us\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"professional services marketing 3.0 - 卡塔尔世界杯常规比赛时间\" \/>\n<meta property=\"og:description\" content=\"actionable intelligence for tax, accounting, and financial professionals\" \/>\n<meta property=\"og:url\" content=\"\/\/www.g005e.com\/shop\/professional-services-marketing-3-0-by-bruce-w-marcus\/\" \/>\n<meta property=\"og:site_name\" content=\"卡塔尔世界杯常规比赛时间\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/cpatrendlines\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-18t13:37:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2018\/06\/psm-3-dot-0-by-marcus-3d-crop-cvr.png\" \/>\n\t<meta property=\"og:image:width\" content=\"187\" \/>\n\t<meta property=\"og:image:height\" content=\"287\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@cpa_trendlines\" \/>\n<meta name=\"twitter:label1\" content=\"est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"webpage\",\"@id\":\"\/\/www.g005e.com\/shop\/professional-services-marketing-3-0-by-bruce-w-marcus\/\",\"url\":\"\/\/www.g005e.com\/shop\/professional-services-marketing-3-0-by-bruce-w-marcus\/\",\"name\":\"professional services marketing 3.0 - 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