The current deregulation in financial services and the further relaxation of restrictions on advertising by law and accountancy firms have created a new demand for guidance in an area where very little is currently available. The current high level of advertising by banks and building societies competing for customers is an example of the explosion of promotional activity, and there have been frequent reports of abuses of the regulations. This book will look not just at advertising but at other promotional techniques available to such organizations.
Foreword : The Purpose of This Book
Introduction
Chapter 1 : What is Marketing?
Chapter 2 : Why Do Professional Advisers Need Marketing?
Chapter 3 : Training for the Task of Marketing
Chapter 4 : Analysing the Potential Market
Chapter 5 : Analysing Strengths and Weaknesses
Chapter 6 : Creating the Business Plan
Chapter 7 : Strategic Marketing Planning
Chapter 8 : A Review of the Communications Options
Chapter 9 : Selecting Suitable External Support Services
Chapter 10 : How to Asses and Analyse Results
Chapter 11 : Marketing in Practice for Consulting Engineers and Other Professional Advisers in the Industrial Sector
Chapter 12 : Marketing in Practice for Accountants
Chapter 13 : Marketing in Practice for Solicitors
Chapter 14 : Marketing in Practice for Financial Services
Index
