Marketing professional services is a book by Philip kotler which covers all aspects of Services marketing in depth with several chapters dedicated to the numerous strategies and tactics of Services marketing. Due to its intangible nature, services marketing is much more tougher than marketing a product. As with any Philip Kotler book, this book too takes the reader through case studies, lessons and live examples.
The best thing i like about this book is the comprehensive manner in which each topic of services marketing is explained. With usual panache, Kotler takes you slowly through the basics of service marketing, first explaining what is required to build a powerful marketing plan for service products and subsequently how to differentiate it. This is followed up by the initial strategizing and organizing for the service product.
Once the basics are covered, Kotler moves on to the more advanced topics such as understanding clients, segmenting markets, maintaining the services mix and deciding the IMC for services. Some strategies such as online marketing and customer retention on which marketers are specially focusing nowadays too are covered in detail. All in all, Marketing professional services is an excellent book for Services marketing professionals. The chapters of the book are mentioned below and the ones which are excellent are formatted in bold.
- The Marketing of professional services
- Twelve keys to effective professional services marketing
- Delivering quality service
- Building and reinforcing the firms marketing efforts
- Acquiring and using market information
- Strategic planning and organization
- Segmenting, Selecting and appealing to markets
- Understanding the individual client
- The service mix
- Pricing professional services
- Making services accessible
- Integrated marketing communications for services
- Marketing services online
- Retention and relationship strategies
- Future directions of professional services marketing
On Amazon, the ratings of this book has sought a full five stars which is good for any book in the market. I recommend it as a must buy.
About Hitesh Bhasin
I haven’t read this book but I am pretty interested in the content especially the topic about relationship strategies. To have a successful business, it is important to build relationships. This makes link building easier.
The much tougher work than marketing a product is service marketing…..I read this book and I totally appreciate the contents in this book…….And I just want that some more books will publish so that I can learn some more about marketing…….Thanks for the post….