In this original and insightful work, Bruce W. Marcus describes the evolutionary process from the traditional, rigid, top-down law and accounting firms of the the 20th century to todayÕs contemporary, client-oriented and competitive firms. It began in 1977 with a U.S. Supreme Court striking down the ethical restraints barring frank promotional activities. By introducing the concept of active competition, and adapting traditional marketing activities to professional firms, it led to reshaping accounting, legal and marketing practices to the unique and distinctive needs of the changing professional services market. It is history as a guide to the future. ÒProfessional Services Marketing 3.0Ó describes the evolutionary process from 1977 (Professional Services Marketing 1.0) as a guide to where marketing is now (Professional Services Marketing 2.0), to where itÕs going.
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