文档介绍：Waugh 00 fm 3/22/04 10:43 AM Page iii
Marketing
101 Strategies
for
Accounting, Law, Consulting,
and Professional Services Firms
Troy Waugh
John Wiley & Sons, Inc.
Waugh 00 fm 3/22/04 10:43 AM Page i
Praise for
101 Marketing Strategies
Not only is the book well-written and helpful to me, but I will ask all the attorneys
in my firm to read 101 Marketing Strategies.
William H. Lassiter, Esq., Managing Partner
Lassiter, Tidwell & Hildebrand, PLLC
Nashville, TN
In a marketplace full of books that take professional services marketing to the level
of rocket science, Troy Waugh strips out the rhetoric and delivers the professional
services guide mon sense marketing. Taking all the experience that he has
gathered over 30 years, Troy delivers a great collection of tips and ideas that can
help any professional services firm jump-start their marketing efforts. Every profes-
sional should read this book.
Gordon Lee, National Director of Marketing
BDO Dunwoody LLP
Toronto, ON, Canada
Troy Waugh’s latest book, 101 Marketing Strategies, is a must read in today’-
petitive world of selling professional services. Full of practical, results-based micro-
actions, 101 Marketing Strategies is not about gimmicks, but about the proven
effectiveness of building relationships and the discipline of process.
Bill Fingland, Managing Partner
BKD, LLP
Springfield, MO
Too often lawyers are too busy practicing law to pay enough attention to the busi-
ness side of their practice. That’s why 101 Marketing Strategies should be required
reading for all legal professionals, from sole practitioners to managing partners of
major law firms. Troy Waugh’s practical, no-nonsense approach to setting business
goals, building up and maintaining a lucrative client base, keeping employees
happy and outselling petition really works!
By implementing the marketing mendations in this book, I have seen pal-
pable improvements in my civil liti