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#38 The Fortress and The Empire: A Marketing Strategy for the Professional Services Firm

#38 The Fortress and The Empire: A Marketing Strategy for the Professional Services Firm. By Michaelle Cameron and William Reeb Cristina Merino. The Fortress Wall of Services. The Empire Expansion into new territories. Objective.

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#38 The Fortress and The Empire: A Marketing Strategy for the Professional Services Firm

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  1. #38The Fortress and The Empire:A Marketing Strategy for the Professional Services Firm By Michaelle Cameron and William Reeb Cristina Merino

  2. The Fortress Wall of Services The Empire Expansion into new territories

  3. Objective • To provide a marketing framework to guide the professional services firm in developing an appropriate strategy to: 1) Retain Customers 2) Acquire New Business

  4. Previous Work • Only provides useful ideas for the professional services firm But doesn’t provide a comprehensive model for building a marketing strategy • Some of these Ideas include: • Measuring and creating customer satisfaction Carman 2000; Jones and Suh 2000; Parsuraman Zeithaml & Berry 1988 • Business Success in services Sin & Tse 2000; Berry 1999, Keaveney 1995; Schlesinger & Heskett 1991 • Operational aspects of services Baker, Cameron, Peterson & Braunsberger 2003, Maister 1984 • Branding Services Berry 2000; Chernatony & Segal-Horn 2006, Grace & Ocass 2005;

  5. Methodology

  6. Methodology Cont…

  7. Conclusion • Managers can utilize both strategies to: • Enhance client satisfaction • Consistently send messages that will motivate current/ new clients • Improve a firms ability to plan according to market changes/anticipations

  8. Any Questions?

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