Marketplace Masters: How Professional Service Firms Compete to Win Review

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Marketplace Masters: How Professional Service Firms Compete to Win ReviewLowe's book is hard to ignore. It's a fact-based, in your face assessment of how poorly most profesional service firms market themselves. The data for Lowe's work was developed over a five year period, and she created an imperative for service firms to embrace the concept of Marketplace Mastery--and a way to do it.
Using a series of case studies, and research data, Lowe suggests that success for professional service firms requires a market-driven infrastrcture, which she maps out in the book.
Lowe is entering marketing territory that most professional service firms are just beginning to embrace, like data mining, the use of culture to compete and embedding innovation.
The book is well-written, but it's not a beach read. There's a depth of thought and analysis that practice leaders should review and find the parts that fit into their market strategy.
This is information that deserves to be widely heard in the market. I think the publisher and amazon should get together and find a way to offer a discount on this book, like they do for so many others. If they did that, the book would fly out of the warehouses.
Michael McLaughlin, coauthor with Jay Conrad Levinson of Guerrilla Marketing for Consultants.Marketplace Masters: How Professional Service Firms Compete to Win Overview

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