I've long been a reader of Bruce's musings and admirer of his no-holds-barred views about firms and their operations. I particularly appreciate that he never tried to separate marketing from ops; he agrees they are integral.
Allow me to tell you a little about Bruce. He joined Peat Marwick Mitchell in 1951 (after serving the our country during a fairly major event) and his career includes law as well as public accounting.
With his keen eyes open—his majors were econ and philosophy—he experienced, first hand, the dramatic evolution of professional service firms from "we don't market" to post-Bates decision assertions of "we'll advertise over my dead body" to fairly sophisticated modern marketing including the social web (which Bruce, an octogenarian, uses daily).
He was, quite literally, the very first communications director at a then Big-Eight CPA firm. He's done much in his prestigious career: http://www.marcusletter.com/Background.htm
Because Bruce has an incredibly open mind and reflects in order to advance, there really is no one better to help us envision where the professions need to be. He's watched from the birth of professional firm marketing, through its toddlerhood, and into its rocky teens. Professional firm marketing is now entering adulthood and we need perspective. This book provides it.
Here are a few excerpts from the introduction that can be read in full here.
Bruce Marcus’ newest book documents an important evolution in professional firms and the way law and accounting firms interact with current and prospective buyers. These interactions include serving the client, but also—quite importantly—reflecting how people working in firms present themselves in terms of their ability to bring true value to those who hire them.
The future of marketing is enhanced by understanding the past and present. It’s extremely rare to meet and learn from someone with the vast experiences of Mr. Marcus. It’s rarer yet to come upon a person who also maintains an extraordinarily open mind to new perspectives on the art and science of which he is already a master many times over.
To study the lessons within this book is an investment well worth making; may your mind be as open as the author’s as you explore the pages that follow.
Professional Services Marketing 3.0 is the story no one but Bruce could be in a position to tell. Enjoy...