Marketing is crucial to the success of any firm, and this has been demonstrated time and time again through research in a wide variety of industries, including professional service firms (PSF). Unfortunately, what has been written for the PSF is either western based or fails to account for the unique nature of such firms. This book is different. It addresses strategic marketing issues directly from the perspective of the Asian PSF by drawing on research and methodologies that are rooted in the context of the Asian professional service provider. There are numerous cases and insights taken from the Asian market which will provide the reader with relevant actionable advice.