ABSTRACT
This chapter describes the marketing functions of a professional services firm. Marketing is defined as understanding the client's needs and wants, aspirations, expectations and requirements. Business development is the process of building client relationships and positioning. Marketing is about creating awareness of the firm as the consultant of choice, as identified in the indicative organisational strategy map. The fundamental elements of marketing are as follows: people, process, product, and price. The professional firm that can distinguish between corporate management and client management will provide the 'tipping point' for communicating the brand across the market sectors. Communication is not advertising. Communicating the brand is a combination of telling these stories verbally face-to-face and through marketing materials, presentations at conferences, publications, newsletters, submitting proposals and now through the use of social media. Social media has provided the opportunity to share these stories to more people and in real time.
