Professional property services (PPS) marketing organisation: construct and propositions

Abstract

While many marketing issues have been covered in the existing services marketing literature, there has been a clear lack of investigation into the structural organisation of the marketing function. This study attempts to achieve two things: to define the marketing organisation and its construct; and to identify factors responsible for influencing the way marketing function is organised in professional property services (PPS) firms and develop research propositions in relation to the identified factors and their impacts on the PPS marketing organisation. An exploratory research method is employed involving comparisons between literature‐based findings and field‐based findings. The results of the study show that size of firm, environmental uncertainty, business strategy and management attitude to marketing are important factors affecting the marketing organisation in PPS firms.

Citation

Tay, L. (2001), "Professional property services (PPS) marketing organisation: construct and propositions", Property Management, Vol. 19 No. 1, pp. 19-36. https://doi.org/10.1108/02637470110366185