New Marketing In An Old World: Starting From Scratch In Professional Services Marketing In An Old Culture


Reading this remarkable book makes me feel like an archeologist, simply because marketing professional services in Asia is just about where we in the United States were in 1977, when the Bates decision started this whole marketing thing. It’s like digging up artifacts of a different time. It was a time when we were discovering the uniqueness of professional services marketing, and why it was different from traditional forms of product marketing, and developing new techniques for dealing with that difference. And it was a time when lawyers and accountants had to learn the real meeting of competition, and that the earth didn’t crumble as a result of frank marketing by lawyers and accountants.

Reading this book offers a wonderful insight into marketing professional services in inscrutable Asia, and particularly China and Hong Kong, where Sawhney, an experienced marketer, practices his craft. What is old to us is new to Asia. To put it bluntly, it ain’t easy.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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