The Marketing of Professional Services — An Organizational Dilemma

Abstract

Investigates the role of the professional in a firm offering professional services aiming to answer the questions of: what marketing activities the professional might use; what proportion of his/her time should be divided into what areas; and how marketing sales and costs might be calculated. Looks at current practices in this area, and attempts to find conceptual frameworks to guide professional service firms in the marketplace.

Citation

Gummesson, E. (1979), "The Marketing of Professional Services — An Organizational Dilemma", European Journal of Marketing, Vol. 13 No. 5, pp. 308-318. https://doi.org/10.1108/EUM0000000004951