Market Driven or Market Driving?

Organizations are constantly told to become more market driven. Whether this comes from consultants, academics, or the press, it is a truism to say that being market driven is well established as a key ingredient for firm success. We certainly do not disagree with this premise, and in fact, fully support the notion of firms becoming more customer oriented, and sensitive to the...more here

Professional Services Marketing: Just How Does It Differ?

Challenges and Perceptions

Although the importance and value of marketing has gained significant recognition again in recent years, there is little doubt that the marketing of professional services, particularly in Asia, is still in its infancy. In fact, many in the industry consider it to be an unnecessary expense, in addition, many believe it to be an activity that degrades the ethical standards of the professions. There are two key issues here, one is a fundamental misunderstanding of what marketing is, the other, perhaps much harder to address is the history and tradition of the industry. Click here for full story.

RESEARCH ARTICLE SUMMARY-PRACTITIONER IMPLICATIONS

Every newsletter, we will examine a recent empirical research article and examine its implications for marketing. If there are any specific areas you would like us to investigate, let us know at src@srchk.com.

Au, A (1997) CONSUMERS ATTITUDES TOWARDS PROFESSIONAL SERVICES ADVERTISING IN HONG KONG, J of Professional Services Marketing, 15 (2) pp.41-53. 

Click here to read executive summary.

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