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Newsletter: The Marketplace Master

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Directory of Marketing Profs articles

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Articles on Marketing and Managing Professional Services

Publication & Date	Article Title	Author	Description
AICPA Insider, June 2010	Is Your Firm Wasting Valuable Profits on Marketing?	Tracy Crevar Warren	Suzanne Lowe is quoted in this article on PSF marketing.
Professional Services Journal, April 2010	How to Deal with Losing a Client	Meryl K. Evans	Suzanne Lowe is quoted in this article.
RainToday, March 2010	Legacy Business Practices Hurt Service Firms	Suzanne Lowe	Demonstrating marketing leadership is important, but it is not the same as management.
Moore Stephens' The Networker, Winter 2010	Transforming Your Accounting Firm into a Real Business (PDF)	Suzanne Lowe	The leaders of today’s accounting firms are increasingly becoming aware that they must transform their firms into real businesses.
The Lawyer’s Competitive Edge: The Journal of Law Office Economics and Management, December 2009	Transforming Your Law Firm Into a Competitively Effective Marketing and Business Development Engine	Suzanne Lowe	The leaders of today’s law firms are increasingly becoming aware that they must transform their firms into real businesses.
ERN, November 2009	Don't Panic - Get Strategic, Marketing Experts Say (PDF)	Janice L. Tuchman	Advice for the tough economic times from a marketing experts' think tank.
Management Issues, November 2009	The new face of professional services	Suzanne Lowe & Dave Kipp	Marketing and business development functions are undergoing significant changes in professional service firms (PSFs) and business-to-business (B2B) firms.
AAM's MARKETRENDS, Nov/Dec 2009	Leadership Isn't Enough to get Marketers a Seat at the Table (PDF)	Suzanne Lowe	Demonstrating marketing leadership is important, but it is not the same as management.
Executive Recruiter News, November 2009	Does Marketing and Selling Differently Help... or Hurt?	Suzanne Lowe	Doing things differently in PSFs is alive and well, despite the challenges.
Boston Herald, Boston Women's Business, November 2009	Integration of marketing, development is the key to doing things differently	Suzanne Lowe	For many PSFs, erasing marketing and business development silos can be a tough nut to crack.
RainToday, October 2009	Consulting Firms Must Become Real Businesses to Survive	Suzanne Lowe	The leaders of today’s consulting firms are increasingly becoming aware that they must transform their firms into real businesses.
MarketingProfs, October 2009	The Real Holy Grail of Professional Service Firm Marketing and Business Development Effectiveness	Suzanne Lowe	When it comes to growing revenues and market share, PSF and B2B service firms keep looking for the business version of the Holy Grail in all the wrong places.
Marketing the Law Firm, October 2009	Law Firm Leadership: Leadership Isn't Management	Suzanne Lowe and Mark Beese	A new kind of approach is required for effective management and leadership.
CEO Refresher, September 2009	The Real Holy Grail of Professional Service Firm Marketing and Business Development Effectiveness	Suzanne Lowe	When it comes to growing revenues and market share, PSF and B2B service firms keep looking for the business version of the Holy Grail in all the wrong places.
Top-Consultant, September 2009	Transforming Consulting Firms into Real Businesses	Suzanne Lowe	The leaders of today’s consulting firms are increasingly becoming aware that they must transform their firms into real businesses.
CMO Council's Marketing Magnified, August 2009	The Real Holy Grail of Professional Service Firm Marketing and Business Development Effectiveness	Suzanne Lowe	When it comes to growing revenues and market share, PSF and B2B service firms keep looking for the business version of the Holy Grail in all the wrong places.
Management Consulting News, August 2009	Transforming Consulting Firms into Real Businesses	Suzanne Lowe	The leaders of today’s consulting firms are increasingly becoming aware that they must transform their firms into real businesses.
MyCustomer.com, August 2009	The paradox of erasing marketing silos	Suzanne Lowe	For many PSFs, erasing marketing and business development silos can be a tough nut to crack.
Aquila Global Advisors, August 2009	Transforming Your Accounting Firm into a Real Business	Suzanne Lowe	The leaders of today’s accounting firms are increasingly becoming aware that they must transform their firms into real businesses.
ICCA's The Independent, July/August 2009	Redefining Professional Service Firm Marketing and Business Development (PDF)	Suzanne Lowe	A discussion of the terms marketing and business development in light of professional services.
IOMA's Principal's Report, August 2009	Build Your Business by Finding the Right Match (PDF)	IOMA	Insights from Suzanne Lowe's panel discussion at the ACEC national conference.
The Marketer, October 2008	Strategy: Build Competitive Edge with an Alumni Program (PDF)	Carl Friesen	Alumni programs are a big part of the culture for many firms. They give former employees a feeling of belonging to an exclusive community of like minded individuals with shared experiences.
PSMJ Rain Maker, August 2008	PSF Marketing/Business Development Integration - Does it Benefit Clients (PDF)	PSMJ	Suzanne Lowe's research on whether erasing Marketing and Business Development silos makes (or could make) a positive difference for a firm's clients.
Marketing Profs, June 2007	Marketer on a Mission to Demonstrate Differentiation, Positioning and Branding	Suzanne Lowe	A conversation with BearingPoint's Paul Dunay.
Marketing Profs, January 2007	The Problem of Defining Professional Services Marketing Expertise	Suzanne Lowe	What exactly defines marketing expertise? The answers to this question reveal the tremendous fragmentation in the expectations of professional services marketers.
Marketing Profs, December 2006	Leadership Legacies: Distinguishing Your Goals From the Expectations of Others	Suzanne Lowe	Marketers in PSFs should be thinking about their leadership legacies — their personal hopes, goals, desires, and expectations for creating an impact on their firms.
Accountants' World, November 2006	Are you spending your marketing dollars wisely? Find out here	n/a	Measuring the ROI of marketing is a wise move for accounting firms.
Kennedy Information's Consultants News, September 2006	Why You May not be Truly Differentiated (for CN subscribers only)	Suzanne Lowe	Five ways that management and IT consulting firms fool themselves into concluding (falsely) that their firms are appropriately differentiated in the minds of clients.
Accounting Today, September 2006	Practice Management: Re-evaluate how you evaluate your marketer	Suzanne Lowe and Sally Glick	Professional service firms need to make an objective evaluation of marketing programs and the firm's competitive effectiveness.
The Marketer, August 2006	Hallmarks of an Effective CMO (PDF)	Suzanne Lowe	Five goals to help professional services CMOs become more strategic.
New Jersey Lawyer, August 2006	Turning a Marketing Eye Toward ROI (PDF)	Suzanne Lowe and Larry Bodine	U.S. law firms spend billions on marketing, yet few actually measure the ROI of their efforts.
Lawyers Competitive Edge, July 2006	Proving ROI on Marketing by Measuring Marketing Effectiveness (PDF)	Suzanne Lowe and Larry Bodine	Measure the effectiveness of marketing to prove the return on investment.
The Practicing CPA, June 2006	Bringing In More Revenue: The Role of Marketing Metrics	William Moran	Suzanne Lowe is quoted in this article on marketing measurement.
The Marketer, June 2006	Branding: Let’s not get fooled (again)! (PDF)	Suzanne Lowe and Larry Bodine	Professional services marketers are always looking for the marketing initiatives that pack the best punch against rivals.
Accounting and Financial Planning for Law Firms, June 2006	Measuring ROI for Marketing Efforts	Suzanne Lowe and Larry Bodine	So few law firms measure their marketing efforts. Why is it that so many Chief Marketing Officers (CMOs) who are getting hammered by partners to demonstrate ROI on their efforts can’t do it?
IOMA Law Office Management and Adminstration Report, June 2006*	Advice for Firms in Need of a Better Way to Measure Their ROI (PDF) (© IOMA)	Suzanne Lowe and Larry Bodine	Making sure your marketing dollars count.
versions also appeared in IOMA's Contractor's Business Management Report* and Design Principal's Report
MarketingProfs, June 2006	The CMO's Guide to a Shifting Marketplace,	Suzanne Lowe	If only clients would stand still. How much easier our lives as marketing professionals would be if client needs were consistent year after year and their marketplaces were never buffeted with changes from the economy or competition.
RainToday, May 2006	Do You Really Know Your Most Effective Marketing Strategies?	Suzanne Lowe	Only by measuring can firms really know if their top marketing strategies are optimal.
MarketingProfs, May 2006	Five Goals of Effective Chief Marketing Officers	Suzanne Lowe	The role of the CMO will continue to expand in the next decade. As CMOs begin to embrace their new-found stature, are they tuned into what really makes them effective?
Marketing the Law Firm, May 2006	Proving ROI on Marketing by Measuring Marketing Effectiveness (PDF)	Suzanne Lowe and Larry Bodine	Why is it that so few law firms measure their marketing efforts? Why is it that so many CMOs that are getting hammered by partners to demonstrate ROI on their efforts can’t do it?
Structure Magazine, January 2006	Paving a Path for Differentiation (PDF) (© Structure Magazine)	Suzanne Lowe	A compelling strategy for differentiation will help a firm find its "sweet spot" that increases revenue and provides unparalleled value to clients.
IOMA Law Office Mgmt. & Administration Report October 2006	How to Achieve Marketing Mastery (PDF),(© IOMA)	IOMA	This article is based on a speech by Suzanne Lowe
Structure Magazine, December 2005	Is Your Firm Irreplaceable? (PDF) (© Structure Magazine)	Suzanne Lowe	Differentiation is one of the most powerful inititatives a firm can pursue to achieve marketplace mastery.
Consulting to Management, September 2005	Review of Marketplace Masters (PDF)	Patrick McKenna	Patrick McKenna, co-author with David Maister of First Among Equals, reviews Marketplace Masters.
Kennedy Information's Consultants News, July 2005	How To Adjust To Marketplace Shifts Successfully (paid subscription required)	Suzanne Lowe	Consultants need to be aware of shifts in the marketplace so they can respond with changes that keep their business flowing.
emerson consulting's Thought Blog, June 2005	Interview with Suzanne Lowe		Suzanne Lowe on thoughtleading, including how this concept is "misunderstood."
CMO Magazine, June 2005	Perception is Reality	Suzanne Lowe	Use perception research to get—and keep—profitable clients.
RainToday, May 2005	Differentiation: The Cornerstone of Marketplace Mastery	Suzanne Lowe	As buyers of professional services become more discerning, it's the firms that do differentiation right that will succeed.
CEO Refresher, March 2005	Beauty is Only Skin-Deep – Does Your Firm Truly Embrace Differentiation?	Suzanne Lowe	Image-oriented differentiation strategies are not enough to deliver an effective marketplace advantage.
Destination CRM, January 2005	Changing ''My'' Clients to ''Our'' Clients	Airelle Emmett	CRM can help law firms to manage client relationships.
Environmental Business Journal, Vol. XVII, 11/12, 2004	Interview with Suzanne Lowe
Internet Marketing Report, December 2004	Beyond clicks and visits: 3 ways to measure your site’s impact		Firms must show a tangible ROI of their Web site's performance.
Legal Marketing Association, November 2004	Tomorrow’s Law Firm Competitors	Suzanne Lowe	Law firms have to morph their approaches to attracting and retaining targeted clients.
Law Practice Today November 2004	One Size Does Not Fit All: Cultural DNA Indicators For Marketing Success	Suzanne Lowe	Suzanne Lowe shares the results of Expertise Marketing’s comprehensive five year study of client attraction and retention methods; now it has been proven that “cultural DNA” is a predictor of a firm’s effectiveness at attracting and retaining clients.
Law Practice Today November 2004	Competiting in the Professional Services Arena	Suzanne Lowe	The three building blocks of professional service firm marketing will help you master your marketplace.
Strategies: The Journal of Legal Marketing Dec.04, Vol 6, Number 11-12	Creating the Ideal Marketing Department	Suzanne Lowe	As clients adjust to their shape-shifting landscape, so too will law firms have to morph their approaches to attracting and retaining those targeted clients.
Boston Women's Business Journal November 2004	Benchmark your Firm's Differentiation Strategy	Suzanne Lowe	Differentiation helps firms break out of the pack and respond to clients in new and innovative ways.
The Working Manager October 2004	Review: Marketplace Masters	David West	"What Suzanne C. Lowe sets out to perform is a tough act. In fact, she does it rather well and this book should be studied by every partner in a professional firm – at least those who are interested in competing."
CMO Magazine September 2004	Five Pillars of Wisdom	Suzanne Lowe	In professional services firms, branding can be a strategic asset—but only if important questions are answered first.
Management Consulting News September 2004	Interview with Suzanne Lowe	Michael McLaughlin	MCNews taps Lowe's twenty years of experience in services marketing by asking her what it takes for consultants to become Marketplace Masters.
Environmental Design & Construction September 2004	Marketplace Misery, or Marketplace Master?	Suzanne Lowe	Environmental design and construction firms need to allot the time and resources to understand the entire marketplace context in which they compete.
Marketer September 2004	Beauty is Only Skin Deep: Does Your Firm Truly Embrace Differentiation? (PDF)	Suzanne Lowe	Image-oriented differentiation strategies are not enough to deliver an effective marketplace advantage.
CAMagazine	Ask an Expert column: “Dare to Be Different”	Suzanne Lowe	Interview with Suzanne Lowe about how Canadian accounting firms can differentiate themselves from competition.
PSMJ Resources Inc. July 2004	Review: Marketplace Masters: How Professional Service Firms Compete to Win		“Marketplace Masters proves that that there is a wealth of business knowledge and practices that exist outside of the design and construction realm, waiting to be tapped by our industry.”
Of Counsel, Aspen Publishers’ management report for law firms July 2004	Review: Smart New Book Opens Door to Pro-Services Marketing	Steven T. Taylor	“Perhaps no other current book offers such a wide survey of competitive marketing strategies across the professional services sector than does Lowe’s new Marketplace Masters: How Professional Service Firms Compete to Win.”
Professional Marketing, The North American Journal for Marketing Professional Services July 2004	Expertise Marketer Suzanne Lowe to PM Forum: How to Differentiate for Success	Charles Paikert	A review of Suzanne Lowe’s June 2004 presentation on the most effective foundations of differentiation to the New York Chapter of PM Forum North America (an interdisciplinary, regionally focused and global association of chief marketing officers).
CPA Consultant, the newsletter of the AICPA Consulting Services section June/July 2004	Mastering the Professional Service Firm Marketplace	Suzanne Lowe	Today’s professional service firms’ marketing efforts have become inverted. Rather than being proactive marketers, most compete by “trying not to fail” rather than by trying to win. One of the root causes of marketplace misfortunes is that professional service firms, by and large, have difficulty understanding (and adapting to) the changing roles of their clients.
The Practicing CPA, the newsletter of the AICPA Alliance for CPA Firms June 2004	Indicators of Marketing Success: Cultural DNA	Suzanne Lowe	After studying more than 500 firms over a five-year period, Expertise Marketing LLC concludes that accounting firm leaders must identify their firms’ preferred processes when deciding on methods to attract and retain clients. A firm’s hard-wired cultural DNA—its internal personality—runs much deeper than its exterior profile. One size does not fit all.
Mass High Tech June 2004	Incentive to innovate	Suzanne Lowe	Tech firms, especially those in the IT services arena, need to offer formal incentives and rewards to motivate their personnel to innovate the firm’s service mix.
Interface Software website June 2004	Mining Client Data	Suzanne Lowe	Excerpt from Marketplace Masters on how Numerica Group built a competitive plan around data mining.
Marakon Associates website June 2004	The "Challenge with Empathy" Culture	Suzanne Lowe	Excerpt from Marketplace Masters on how Marakon Associates aligns marketing strategies with culture.
Egon Zehnder website June 2004	Aligning Marketing Strategies with Culture	Suzanne Lowe	A case study of how Egon Zehnder integrates its marketing strategy with its collaboration culture.
Management Consulting News June 2004	Beauty is Only Skin Deep: Does Your Firm Truly Embrace Differentiation?	Suzanne Lowe	Image-oriented differentiation strategies are not enough to deliver an effective marketplace advantage.
Tax Practice Management. May-June 2004	Beauty is only Skin Deep” – Does Your Firm Truly Embrace Differentiation?	Suzanne Lowe	Suzanne Lowe suggests that effective market differentiation strategies are grounded in a firm’s professionally driven and culturally supported processes, protocols and methods that cannot be based solely on image.
Builder's Exchange May 2004	Beauty's Only Skin-Deep	Suzanne Lowe	In the construction industry, image-oriented differentiation strategies are not enough to deliver an effective marketplace advantage.
Tax Practice Management. May-June 2004	One Size Does Not Fit All: ‘Cultural DNA’ Indicators for Marketing Success	Suzanne Lowe	Suzanne Lowe shares the results of Expertise Marketing’s comprehensive five year study of client attraction and retention methods; now it has been proven that “cultural DNA” is a predictor of a firm’s effectiveness at attracting and retaining clients.
BusinessWeek Online May 2004	Professional-Services: Innovate from the Inside	Suzanne Lowe	Explains why firms need to embrace change.
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ACEC / MA Insights December 2002	Client Research: Looking Out and Digging Deeper	Suzanne Lowe	Explains why client research is increasingly a necessity for competitive success. Describes how professional service firms can do client research well; the ins and outs of perception research; and getting at the most critical information.
Constructor January 2002	Get Out of the Comfort Zone!	Suzanne Lowe	Provides an overview of the findings of Expertise Marketing’s 2001 study. Calls on construction firms to move out of their own comfort zone, with a special focus on daring to trying new, challenging strategies to forge unshakeable client loyalty and whip the competition.
Accounting Today August 6-19, 2001	Get Close to Your Clients and Lock Out Your Competitors	Suzanne Lowe	Provides an overview of the findings of Expertise Marketing’s 2001 study, with a special focus on client relationship management, formal market research budgets and data mining. Calls on firms to move out of their own comfort zone – into the clients’.
National (the magazine of the Canadian Bar Association) June-July 2001	The Differentiation Equation	Suzanne Lowe	Describes the six pillars of differentiation, and offers guidance on some of the platforms upon which successful firms have achieved differentiated stances.
PSMJ Best Practices June 2001	Branching Out to Clients: How to get that stick out of the mud!	Suzanne Lowe	Part two of article based on findings from Expertise Marketing’s 2001 study, advising professional service leaders to use bold, creative marketing approaches to beat the competition i.e., look out, dig deeper, get cultured and break old habits.
CPA Consultant April / May 2001	Getting Closer to Client’s Needs	Suzanne Lowe	Front page article highlighting the four steps Accounting firms take to get closer to clients; findings from Expertise Marketing’s 2001 study.

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American Consulting Engineer May / June 2001	Get Closer to Your Clients!	Suzanne Lowe	Cover article highlighting findings from Expertise Marketing’s 2001 Study. Companies can be divided into five "types of firm culture" in efforts to become more market-driven. Market research and data mining are effective tools for getting closer to clients.
PSMJ Best Practices 5/01	Want to Branch Out to Clients? Go out on a Limb!	Suzanne Lowe	Article about Expertise Marketing’s 2001 study showing taking greater risks could raise marketing returns. Market research and data mining help firms get closer to clients.
The Practicing CPA 2/01	Differentiation: A Key To Success For Accounting Firms	Suzanne Lowe	Most accounting firms (84% in Expertise Marketing’s 2000 Study) have a form of differentiation in Marketing program. Many don’t know how to do it effectively. This article discusses ways to mind and mine the differentiation gap.
CPA Administrator’s & Managers Report 12/00	Differentiation: A Key Business Strategy for Accounting Firms	Suzanne Lowe	Showcases a few ways accounting firms are ahead and behind the differentiation curve (findings from Expertise Marketing’s 2000 study, "Differentiation: How are Professional Service Firms Using it to Compete?"). Outlines essential elements of strategic differentiation, minding and mining the differentiation gap.
Strategies 9/00	"Differentiating and Positioning: A Critical Link"	Suzanne Lowe	Discusses law firm’s differentiation practices based on results of Expertise Marketing’s 2000 study, "Differentiation: How are Professional Service Firms Using it to Compete?". Describes the importance of understanding the critical links and differences between positioning and differentiating activities.
CA magazine 9/00	"Dare to be Different"	Suzanne Lowe	A discussion of a few trends accounting firms plan to use next year regarding differentiation. Article features findings from Expertise Marketing’s 2000 study, "Differentiation: How are Professional Services Firms Using it to Compete?"

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Building Design & Construction 6/00	"Differentiating Design Services"	C.C. Sullivan	Description of how design and design-build firms are using new media tools and joint ventures to differentiate. Article cites findings from Expertise Marketing’s 2000 study, "Differentiation: How Are Professional Services Firms Using it to Compete?"
Massachusetts Lawyers Weekly 5/22/00	"Differentiation: Not For the Faint of Heart"	Suzanne Lowe	A discussion of the essential elements of successful differentiation approaches, focusing specifically on law firms and including an example of one law firm’s strategy.
MarkeTrends May/ June 2000	"Differentiation: A Key to Success for Accounting Firms"	Suzanne Lowe	Article describing the essential elements of successful differentiation approaches, focusing specifically on accounting firms.
Environmental Design and Construction May/ June 2000	"Differentiation: A Key Business Strategy for ‘Green’ Design and Construction Firms"	Suzanne Lowe	Article describing the essential elements of successful differentiation approaches, focusing specifically on "green" design and construction firms.
The Lawyer’s Competitive Edge: The Journal of Law Office Economics 5/00	"Standing Apart in a Crowded Market Place"	Suzanne Lowe	Description of how law firms can use differentiation as a powerful link in a chain of market-driven concepts.
e-Com Magazine 4/00	"Being Better by Being Best"	Tom Inglesby	Article suggesting the need for putting extra effort into the development of differentiated e-commerce offerings. Includes Suzanne Lowe’s commentary.
Marketing For Lawyers 4/00	"Differentiation: A Key Business Strategy for Law Firms"	Suzanne Lowe	Description of how law firms are ahead of and behind the "differentiation curve," followed by a discussion on the essential elements of successful differentiation approaches.
Principal’s Report 4/00	"Vive la Différence"	Stephen A. Kliment	Highlights from the findings of Expertise Marketing’s 2000 study "Differentiation: How Are Professional Service Firms Using it to Compete?" and its companion report "Case Studies in Professional Service Firm Differentiation."

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The Rodenhauser Report 3/31/00	"Repackaging Services is No Longer the Best Way to Differentiate Consulting"	Tom Roden-hauser	Commentary on the findings from Expertise Marketing’s 2000 study "Differentiation: How Are Professional Service Firms Using it to Compete?" focusing on consulting firms’ use of differentiation approaches, past and future.
AccountingWeb 3/30/00	"The Keys to Differentiation"	Tina Kersen	Includes highlights from an online workshop discussion about the use of differentiation in accounting firms.
CPA Consultant Jan/ April 2000	"Differentiation: The Key to Sustaining a Competitive Advantage"	Bill Moran	Commentary on the findings from Expertise Marketing’s 2000 study "Differentiation: How Are Professional Service Firms Using it to Compete?," focusing on accounting and consulting firms.
Harvard Business Review 9 /99	"Leaving the Gold in the Data Mine"	Regina Maruca & Andrea Ovans	Commentary on the findings from Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries," focusing on the strategic use of client databases.
Principal’s Report 8/99	"Does Marketing Reqally Pay? Here’s How to Measure the Return on Your Investment."	Stephen A. Kliment	Description of Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries," with an added focus on guidelines for developing measurable marketing efforts.
Marketing for Lawyers 8/99	"Turning Marketing Technology from an Expense to an Asset"	Peter Graham	Assesses the opportunity for law firms to use web sites and contact databases as "assets" for achieving growth rather than "expenses" with questionable return on investment.
The Rodenhauser Report’s Inside Consulting 4/14/99	"Professional Services Ponder Web Marketing"	Tom Rodenhauser	Commentary on the findings from Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries" related to the use of web pages.

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Boston Globe 4/7/99	"More Service Businesses Make Use of Technology"	Brian O’Neill	Briefly describes the premise of and provides findings from Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries."
CPA Consultant March/April 1999	Web Sites and Contact Databases: Are They Effective?	Bill Moran	Describes the popularity of web pages and the underutilization of contacts databases for mining purposes, and other findings from Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries."
MarkeTrends 4/99	"Technology: A Marketing Strategy ‘Driver’"	Brian Lowe	Discusses the strategic and tactical issues that professional service firms face in incorporating technology into their marketing programs. Shares actual findings from Expertise Marketing’s 1999 study.
MarkeTrends 2/99	"Technology: The Promise or the Curse of Professional Service Marketing?"	Suzanne Lowe and Brian Lowe	Discusses the strategic and tactical issues that professional service firms face in incorporating technology into their marketing programs. Provides a preview about the themes in Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries."
Marketer 8/98	"Measuring the Payoff of Promotions"	Suzanne Lowe	Commentary on the findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles," with analysis provided by Suzanne Lowe.
ITSMA Update 8/98	"Marketing Communications: How Effective?"	Julie Schwartz	Comparison of information technology and overall findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis provided by Suzanne Lowe.

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Sales & Marketing Management 6/98	"Are Promotions Effective?"	Chad Kaydo	Findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles."
CPA Management Consultant 5/98	"Measuring the Effectiveness of Promotions"	Bill Moran	Comparison of accounting firm and management consulting findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis provided by Suzanne Lowe.
Marketing for Lawyers 4/98	"Tracking Lacking? Get Cracking"	Sam Adler	Comparison of law firm and overall findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis provided by Suzanne Lowe.
Boston Herald 3/9/98	"Promoting Your Firm Effectively"	Robin Lawson	Small business focus on the overall findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis on web sites, speeches and direct mail provided by Suzanne Lowe.
CPA Marketing Report 3/98	"Free Consultations: Enticement or Entitlement?"	Laura Bardey	Suzanne Lowe commentary on the use of "free services" as a method of business development.
Boston Herald 2/2/98	"Promoting Yourself"	Dana Bisbee’s "Career" column	Importance of measuring promotional effectiveness and its impact on the careers of marketing professionals. Suzanne Lowe commentary.
Business Marketing 2/98	"Measuring Promotional Vehicles' Return On Investment"	Charmain Kosek	Charts and graphs from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles."

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Consultants News 2/98	"Marketing Moolah Misses Mark"	Steven Collins	Commentary on the findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis provided by Suzanne Lowe.
CPA Marketing Report 2/98	"How Successful Are Your Promotional Methods?"	Laura Bardey	Accounting firm findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis provided by Suzanne Lowe.
The Zweig Letter 2/98	"Measuring Effectiveness"		Architectural, engineering and environmental consulting firm findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles."
Boston Globe 6/11/97	"Not Tilting At Windmills"	Josh Hyatt	Suzanne Lowe commentary on the competitively advantageous position of a new service firm in Boston.
Marketing News 5/12/97	"Study: Pro Services Providers Unsure of Strategic Marketing"	Ian P. Murphy	Commentary on the findings from Expertise Marketing’s first annual professional services marketing study "The Marketing Balancing Act: Promotion or Planning?"
Business Marketing 4/97	"Data Lacking In Service Industry"	Charmain Kosek	Commentary on the findings from Expertise Marketing’s first annual professional services marketing study "The Marketing Balancing Act: Promotion or Planning?" Additional analysis provided by Suzanne Lowe.
Consultants News 4/97	"Marketing Survey Finds Lack of Strategic Vision"	Tom Rodenhauser	Summary of the management consulting firm findings from Expertise Marketing’s first annual professional services marketing study "The Marketing Balancing Act: Promotion or Planning?" Additional analysis provided by Suzanne Lowe.

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The Marketing Report 4/16/97	"Avoiding The Commodity Trap"	David Clemens	Pricing and competition findings from Expertise Marketing’s first annual professional services marketing study "The Marketing Balancing Act: Promotion or Planning?"
Harvard Management Update 3/97	"How To Pick The Best New-Product Ideas"	Jim Biolos	Commentary provided by Suzanne Lowe on services commoditization and the difference between new service and new product innovations.
PRSA monograph (prepared for the Professional Services section of the Public Relations Society of America) 1/97	"The Marketing Balancing Act: Promotion or Planning?"	Suzanne Lowe	Summary of the findings from Expertise Marketing’s first annual professional services marketing study "The Marketing Balancing Act: Promotion or Planning?"
Consultants News 6/96	"How To Bring New Services To Market"	Suzanne Lowe	Article on how management consulting firms can develop new –to-the-world services. Includes challenges, common mistakes, and six steps for success.

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