Client at the Core. Aquila & Marcus

Client at the Core. August J. Aquila & Bruce W. Marcus. 2004. ISBN 0471453137. Marketing and Managing Today's Professional Services Firm. This is an extension of Maister's work on Professional Services Firm management. Although all the examples refer to accountants and lawyers, the content is very germane to any service firm. The thrust is to educate the services professional on the relationship of marketing. sales to management of the firm. The book does an admirable job. In our practise we are very often retained to address the daily struggle thatservices firms come up against in these areas. In the corporate world the management solutions to these issues are recognized and addressed. Professionals by their nature of being professionals in a practise area are not trained or educated in the management tools needed to achieve these goals. Plus time spent away from "practise" to address these areas comes often at the detriment of the firm. Excellent book and very timely. If the issue is relevant, a library keeper (easy read too).