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Press Release for Marketplace
Masters:
How Professional Service Firms Compete to Win
The text for the official press release is below. You may also download
a Microsoft Word version of
the file if you prefer.
MARKETPLACE MASTERS: MARKETING IS MORE SCIENCE
THAN ART
SUZANNE LOWE REVEALS MARKETING SECRETS OF LEADING PROFESSIONAL SERVICE
FIRMS DRIVEN BY MARKETING INFRASTRUCTURE IN NEW BOOK
CONCORD, MASSACHUSETTS – March 1, 2004 – Expertise Marketing
LLC and Greenwood Press (www.greenwood.com)
announce the publication of Marketplace Masters: How Professional
Service Firms Compete to Win by Suzanne Lowe (www.marketplacemasters.com),
a groundbreaking text derived from a five-year study that outlines professional
service firm marketing strategies that truly work . . . with tips, tools,
and tactics exemplified with best practice case studies from prestigious
professional service firms including Towers Perrin, Kepner-Tregoe, Numerica
Group, Rockwell Group, YaYa Media, RSM McGladrey, and Egon Zehnder International.
Despite today’s knowledge-based economy, service professionals
— consultants, lawyers, accountants, architects, engineers, advertising
agencies, IT specialists, and financial advisors — face a dazzling
array of opportunities and challenges. Lowe’s discoveries indicate
that to compete effectively, professional service firms must follow a
disciplined approach to detecting market shifts, harnessing competitive
advantage, and developing service offerings . . . . that is what ultimately
attracts the most profitable clients.
Drawing from a five-year study covering thousands of firms, 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. Lowe then illustrates the book’s
theme in action by showcasing such firms as DDB Worldwide, Malcolm Pirnie
and Marakon Associates, each of which has realized advantageous competitive
results by initiating one of the eleven competencies described in the
book. Lowe calls for service professionals 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.
About Suzanne Lowe
Suzanne Lowe is a recognized expert in researching, formulating, and guiding
competitively advantaged marketing and management strategies for professional
service firms as an analyst, advisor, writer and speaker. Lowe draws upon
twenty years of marketing experience gained from top-tier management consulting
and business-to-business organizations within the professional services
arena to uncover best practices and emerging marketing strategies. Lowe’s
clients include KPMG, Gilbane Building Company, Renaissance Worldwide,
CDM (Camp Dresser & McKee), Russell Reynolds Associates, Mitretek
Systems, Spaulding & Slye Colliers, TranSearch International, Interface
Software and Sibson Consulting. She also facilitates a confidential Roundtable
of the Chief Marketing Officers of the world’s largest and most
prominent professional service firms.
Press contact: Julia Tanen,
Mavens & Moguls, 508-346-3320
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