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INTRODUCTION

1. PART ONE "CONSULTING AS INDUSTRY"

1.1. Specifics of marketing of consulting services

1.1.1. Specifics of marketing of services

1.1.2. Specifics of marketing of consulting services

1.2. Reasons for hiring consultants

1.3. Map of the market of consulting (segmentation and positioning)

1.3.1. Subject domains of consulting

1.3.2. Matrix "Revenue per consultant - amount of the consultants"

1.3.3. Matrix "Stage of life cycle curve "

1.4. Additional methods of segmentation or what you should know about the market

1.5. Key factors of success in consulting business

1.5.1. HR System

1.5.2. System of Marketing

2. PART TWO "TACTICAL MARKETING FOR CONSULTING COMPANIES "

2.1. Statement of system of marketing in consulting company

2.1.1. Structure of Marketing Department

2.1.2. Division of Analysts

2.1.3. Internet Division

2.1.4. Division of sales of additional services (products)

2.1.5. Division of work in the State market

2.1.6. Personal sales

2.1.7. Planning of marketing activity

2.1.8. Estimation of an overall performance of department

2.2. Advertising

2.2.1. Advertising in the press

2.2.2. Advertising in directories

2.2.3. Advertising in information systems

2.2.4. Outdoor advertising

2.2.5. Advertising in the Internet

2.2.6. Sponsor's activity

2.2.7. Promotional materials (brochures, booklets, name cards)

2.2.8. Advertising terminology and dialogue with the clients

2.2.9. Advertising budget

2.3. Public Relations

2.3.1. Professional articles

2.3.2. Participation in professional conferences

2.3.3. Participation in ratings

2.3.4. Create you-name methodology

2.3.5. Newsletters

2.3.6. Press conference

2.3.7. Rumors

2.3.8. Participation in exhibits

2.3.9. Participation in unions and associations

2.3.10. Educational programs

2.4. Development of the trade mark

2.4.1. Specifics of the trade marks in consulting

2.4.2. Choice of the name of the trade mark

2.4.3 Trade mark development

2.4.4. Special actions

2.5. Quoting a Fee

2.5.1. Pricing methods in consulting

2.6. Typical mistakes in marketing

3. PART THREE " STRATEGIC MARKETING FOR CONSULTING COMPANIES"

3.1. Customer intimacy

3.2. Low Cost Strategy

3.3. Differentiation Strategy

3.4. Focused strategy

3.5. Porter's Five Forces Framework for Consulting

4. APPENDIX

4.1. About the authors

4.2. Index of the companies, mentioned in the book

4.3. List of foreign books on marketing of consulting services

4.4. Additional sources of information about the market of consulting services

4.5. Classification of consulting services

4.6. Bibliography