New Book Shows Lawyers and Accountants How to Compete Successfully

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Professional Services Marketing 3.0 Offers Significant View of the Evolution of Marketing for Professionals Since 1977—And How it is Changing Professional Practice

The ability to compete aggressively, enabled in 1977 by the U.S. Supreme Court, has altered the past, present and future of the practice of law and accounting, according to marketing legend Bruce W. Marcus.

In his new book, Professional Services Marketing 3.0, Marcus shows lawyers and accountants how to seize the opportunities of a rapidly changing economic environment, an intensely competitive landscape, and a highly charged computer age. A professional services marketer since 1951, and a pioneer in law and accounting firm marketing, Marcus says, “Understanding the past, and the evolution of professional services marketing since it was made legal, and observing the evolution of the professional firm, foretells the future of both, and the opportunity to profit in it.”

Marketing 1.0, says Marcus, was the 1977 Supreme Court decision enabling “frank” marketing. Marketing 2.0 has been the period since, during which professional services marketing techniques have been refined. And Professional Services Marketing 3.0 represents the emerging practices and their effects on altering the nature of law firms and accounting firms.

Marcus, a renowned consultant to the professions, describes how the ability to compete aggressively, using formerly forbidden promotional practices, has changed the nature of accounting and law firm practice. “We see new kinds of firms, with new configurations, developed to improve productivity and client service,” he says. “We see new attitudes by the accountants and the attorneys, and new relationships between the practice professionals and the marketing professionals. In Professional Services Marketing 3.0, Marcus shows how making marketing a core competency is no longer an option – it’s necessary to survival into the future.

With a foreword by Bruce MacEwen, of Adam Smith Esq., an introduction by Michelle Golden of Golden Practices Inc., and an array of advance praise Professional Services Marketing 3.0 already comes highly recommended from some of professions’ best known thought leaders, practitioners and advisors. Says MacEwen, “When I first heard the title of Bruce Marcus’ latest book, I thought Professional Services Marketing 3.0? Well, forgive me, but I think I need to be clued in on what exactly were 1.0 and 2.0.” Not only does Bruce answer this question, he provides an expansive and ambitious vision of what he sees ahead for us as we cross the threshold

Professional Services Marketing 3.0, is now available at leading retailers, including Amazon, or directly from the publisher at the lowest price available. Complete information about the book and the author’s blog can be found at For review copies contact Rick Telberg at 631-604-1651 or

About Bruce W. Marcus

Bruce W. Marcus has served as a public relations and marketing executive or consultant to many of the international accounting firms, and many large and small law firms. He has written 16 books and numerous articles on professional services marketing, real estate marketing, investor relations, and international accounting standards. His award-winning Marcus Letter is one of the longest running newsletters on marketing for lawyers and accountants. He is on the editorial boards of several leading professional services publications, has been a keynote speaker at major conferences, and lectures frequently at the Fordham University Law School. More at

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