Key business dilemmas and the marketing remit in business-to-business marketing services

L Simkin and S Dibb

Reports on various surveys by the authors, including a major survey in 1997, into the use of marketing techniques by those who provide marketing services to businesses, in particular advertising, public relations and management consultancy.

Key business dilemmas and the marketing remit in business-to-business marketing services

L Simkin and S Dibb

Various studies examining the business trends and utilisation of marketing techniques have been undertaken by the authors in many fields of marketing services, including advertising, public relations and strategic marketing consultancy. Recently, these findings have been updated through a survey of practitioners' views. From these findings, this paper first explores the core underlying business trends and key resulting marketing issues facing these providers of marketing services. The discussion then expands to examine how these businesses themselves utilise the marketing toolkit, benchmarking current practices...

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