COVER STORY : Trust Me! Professional services providers have been reluctant to embrace marketing techniques to grow their own businesses, but now there is a growing band of professional services marketers who are introducing marketing strategies to help grab market share.

Marketing Magazine (Auckland), September, 2007 by Graham Medcalf

Eleven years ago, six people sat down in a room in Sydney and created the Asia Pacific Professional Services Marketing Association. It is probably fair to say that APSMA started as a bit of a support group at a time when marketers were fighting huge cultural battles inside law, accountancy, engineering and human resources firms to get marketing accepted. Today the association has 1600 members across the region and in the past six months Kiwi professional services marketers have been recruited into senior roles in Sydney, London, Hong Kong and Dubai.

Gone are the days when networks and personal relationships are enough to grow a profitable business. The Christmas parties and corporate boxes at Eden Park are still there but professional services firms are getting more...

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