HONG KONG, July 2 /PRNewswire-Asia/ -- Professional Service Firms are facing increasing competition and pressure to become more client focused and market oriented. For Professional Service Firms (PSFs) in Asia, there has been a dearth of resources on which to base their market strategies, until now. Published by Lexis Nexis, 'Marketing Professional Services in Asia' is the first book of its kind that addresses the strategic management and marketing issues that face PSFs practicing in Asia. The book is available through the Lexis Nexis sales office in Hong Kong.
(Photo: http://www.prnasia.com/sa/2009/06/30/200906301525.html )
Professor Oliver Yau of the City University of Hong Kong has called it one of the most indigenous works so far on marketing in Asia.
Says its author, managing director of SRC Associates Ltd, Robert Sawhney: "having worked with a number of law and accountancy firms in Asia and elsewhere, I realized there was a lack of any specific resources that could provide partners and executives at such firms the guidance they needed when working through their strategic marketing and implementation issues... resources invariably focused on Western markets."
"The books overriding aims are to provide partners at PSFs a deeper understanding of the marketing process within their firm, and give them the mind set as well as specific tools which they can use to substantially increase the strategic management and marketing effectiveness of any change effort," added Sawhney.
The book's fifteen chapters cover a wide range of issues including marketing culture and leadership, strategy, client relations, as well as pricing and branding. The book has a number of case studies related to the Asia region and cites a significant amount of research that has been done in the areas of PSF marketing and management. Sawhney believes the book will be a useful reference for Western PSFs entering Asian markets as there are significant differences between marketing professional services in the West when compared to Asia.
"Having seen first hand some of the awful marketing advice being given to PSFs, I wanted to produce a resource that demonstrated once and for all that marketing in PSFs is different and this is further exacerbated by the cultural nuances of Asia," claims Sawhney.
Sawhney believes, and this is demonstrated by research, that adopting a marketing culture is the most effective way to improve firm performance and he hopes this book will provide a wake up call and roadmap to PSFs in Asia in order for them to deal with the market pressures they are now facing.
About the author: Robert C. Sawhney is the founder and Managing Director of SRC Associates Ltd. A pioneering Hong Kong based firm in the areas of strategic management and marketing of Professional Service Firms. He has worked with dozens of PSFs on their strategic management, marketing, and leadership issues. He can be contacted at bob@srchk.com. (852) 97894589, (852) 28921121
About SRC Associates Ltd: SRC Associates is the leading firm in Asia providing strategic management and marketing advice to Professional Service Firms and SME's. A pioneer in this field, SRC is part of a worldwide office network of over 50 countries. For more about SRC, visit http://www.srchk.com .
About the book and to get a review copy:
For more information about the book you may visit http://www.srchk.com or https://www.lexisnexis.com.sg/hk_shop/store/view_n.asp?isbn=9789888106310 .
To request a copy of the book for review purposes, please contact author Robert Sawhney on (852) 97894589, (852) 28921121, bob@srchk.com
To contact the author for an interview or for more details, call:
Robert Sawhney
Tel: +852-9789-4589
+852-2892-1121
Email: bob@srchk.com
