In the introduction to this book, the authors pose the question, “Is there a need for another book on professional services marketing?” Obviously they conclude that the answer is yes and, in many ways, this book approaches an old subject from a new angle, that of sensible advice on the very practical issues of marketing, management and motivation.

The book is divided into three sections to cover each of the main subjects. The first section on marketing covers planning, branding, client care, client relationship management and new business development. The second section, management, covers issues relating to structure and strategic management, operational management and knowledge management. The final section on motivation discusses the particularly difficult subjects of internal communication, performance, flexible working methods and finally, quality. Each issue is placed in context by a series of helpful questions. There follows discussion on the subject, suggestions of what action should be taken, and lists of practical advice on where the potential pitfalls will arise on each issue.