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Marketplace Masters: How Professional Service Firms Compete to Win

Product Code/ISBN: 9780275981198

Drawing from a five-year study covering thousands of firms, Suzanne Lowe presents the three building blocks of a market-driven infrastructure -- looking out, digging deeper, and embedding innovation -- and identifies eleven core skills that any service firm can apply to master the marketplace and achieve lasting competitive success.

Integrating insights from the fields of marketing, service management, planning, and entrepreneurship, and showcasing the successful strategies of such firms as Towers Perrin, DDB Worldwide, and Egon Zehnder International, Lowe shows service professionals how to:

  • Gather intelligence about their clients, competitors, and marketplace
  • Promote a market-driven culture throughout the organization
  • And engage in continuous research and development to introduce new services