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	<title><![CDATA[marketing and professional services Resources | BNET]]></title>
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	<description><![CDATA[White papers, case studies, business articles, and blog posts relating to marketing and professional services]]></description>
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		<title><![CDATA[Branding The Business Of Intangible Advice - Professional Services]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=57885]]></link>
		<description><![CDATA[The internal dimension of branding is critical to professional services and highly topical currently. It involves the alignment of the brand and its values to human resources, operations, internal communications, and more, to ensure the right behavior is in place. Branding cannot solve every business performance issue and cannot be...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Wed, 01 Jan 2003 00:00:00 -0800</pubDate>
		<category domain="http://resources.bnet.com/topic/professional+services.html"><![CDATA[Professional Services]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
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		<title><![CDATA[Leveraging The Power Of Personal Brands To Build A Stronger Professional Services Brand]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=92970]]></link>
		<description><![CDATA[A brand is the peculiar association that is developed among the target audience regarding a particular product or service. This association arises from the product or service attributes that differentiate that particular product or service from others. This paper discusses ways of applying the principles of brand management in professional...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Wed, 01 Jan 2003 00:00:00 -0800</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/professional+services.html"><![CDATA[Professional Services]]></category>
		<category domain="http://resources.bnet.com/topic/beyond+marketing+thought.html"><![CDATA[Beyond Marketing Thought]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
	</item>
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		<title><![CDATA[Professional Services: Branding the Business of Intangible Advice]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=138196]]></link>
		<description><![CDATA[The paper outlines that successfully branded firms base their brand on a core positioning that is uniquely own-able and represents a distinct attribute or capability. This clear definition is supported and reinforced by everything the firm does requiring all professionals and staff to live the brand every day. This internal...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Wed, 01 Jan 2003 00:00:00 -0800</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/interbrand.html"><![CDATA[Interbrand]]></category>
		<category domain="http://resources.bnet.com/topic/professional+services.html"><![CDATA[Professional Services]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
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		<title><![CDATA[Positioning Products And Services Accurately]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=73557]]></link>
		<description><![CDATA[The purpose of this article is to distinguish critical factors in product marketing, particularly as they apply to the marketing of professional services. The intent is to provide ideas and tools that will enable marketers of professional services to be more effective in selling their business by helping them to...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Thu, 15 Nov 2001 00:00:00 -0800</pubDate>
		<category domain="http://resources.bnet.com/topic/professional+services.html"><![CDATA[Professional Services]]></category>
		<category domain="http://resources.bnet.com/topic/positioning.html"><![CDATA[Positioning]]></category>
		<category domain="http://resources.bnet.com/topic/marketing+research.html"><![CDATA[Marketing Research]]></category>
		<category domain="http://resources.bnet.com/topic/product+marketing.html"><![CDATA[Product Marketing]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
	</item>
	<item>
		<title><![CDATA[I Could Learn A Lot From You-What Can Product Marketers Teach Us?]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=74952]]></link>
		<description><![CDATA[Orientation toward professional services marketing, as opposed to product marketing, is a prejudice. Admittedly, it is at least a bias against a pervasive academic view that the techniques of marketing a product apply equally to marketing a professional service. In addition, indeed, the most successful professional service marketers tend to...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<category domain="http://resources.bnet.com/topic/professional+services.html"><![CDATA[Professional Services]]></category>
		<category domain="http://resources.bnet.com/topic/bruce+w.+marcus.html"><![CDATA[Bruce W. Marcus]]></category>
		<category domain="http://resources.bnet.com/topic/marketing+research.html"><![CDATA[Marketing Research]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
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		<title><![CDATA[Five Myths of Internet Marketing for Independent Professionals - Part 1: Professional Services Need Different Internet Marketing]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=241895]]></link>
		<description><![CDATA[There's more marketing hype published on the Internet in one day than P.T. Barnum generated in his lifetime. Like a worm swallowing its tail, the Internet marketing beast feeds mostly on itself. The vast majority of what appears on the Internet about marketing is designed to help market products and...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<category domain="http://resources.bnet.com/topic/professional+services.html"><![CDATA[Professional Services]]></category>
		<category domain="http://resources.bnet.com/topic/internet+marketing.html"><![CDATA[Internet Marketing]]></category>
		<category domain="http://resources.bnet.com/topic/internet.html"><![CDATA[Internet]]></category>
		<category domain="http://resources.bnet.com/topic/marketing+research.html"><![CDATA[Marketing Research]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
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		<title><![CDATA[The Positioning Pentagon]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=314775]]></link>
		<description><![CDATA[Service positioning is a component of effective demand generation. Over the past four years, the author has had the opportunity to review the service positioning of many companies. Regardless of company size or target industry, technical professional services organizations position their services pretty consistently: "We have really smart people, that...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<category domain="http://resources.bnet.com/topic/professional+services.html"><![CDATA[Professional Services]]></category>
		<category domain="http://resources.bnet.com/topic/positioning.html"><![CDATA[Positioning]]></category>
		<category domain="http://resources.bnet.com/topic/quickarrow.html"><![CDATA[QuickArrow]]></category>
		<category domain="http://resources.bnet.com/topic/service+positioning.html"><![CDATA[Service Positioning]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
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		<title><![CDATA[How The SaaS Movement Is Transforming Professional Services]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=314796]]></link>
		<description><![CDATA[Their customers are facing intensifying competition as a result of globalization and technological advancements. Barriers to entry within their respective industries are disappearing. Companies are no longer competing with just their peers in their own backyard, they must also contend with competitors from around the world. At the same time,...]]></description>
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		<category domain="http://resources.bnet.com/topic/software-as-a-service.html"><![CDATA[Software-as-a-service]]></category>
		<category domain="http://resources.bnet.com/topic/professional+services.html"><![CDATA[Professional Services]]></category>
		<category domain="http://resources.bnet.com/topic/quickarrow.html"><![CDATA[QuickArrow]]></category>
		<category domain="http://resources.bnet.com/topic/globalization.html"><![CDATA[Globalization]]></category>
		<category domain="http://resources.bnet.com/topic/software+as+a+service+%2528saas%2529.html"><![CDATA[Software As A Service (SaaS)]]></category>
		<category domain="http://resources.bnet.com/topic/channel+management.html"><![CDATA[Channel Management]]></category>
		<category domain="http://resources.bnet.com/topic/workforce+management.html"><![CDATA[Workforce Management]]></category>
		<category domain="http://resources.bnet.com/topic/strategy.html"><![CDATA[Strategy]]></category>
		<category domain="http://resources.bnet.com/topic/management.html"><![CDATA[Management]]></category>
		<category domain="http://resources.bnet.com/topic/emerging+technologies.html"><![CDATA[Emerging Technologies]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
		<category domain="http://resources.bnet.com/topic/human+resources.html"><![CDATA[Human Resources]]></category>
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