Communications and the reality of marketing in professional service firms
Neil A Morgan
Following the relaxation of regulations concerning the use of many forms of marketingcommunications activity in a large number of professions beginning in the USA in 1977 and reaching the UK in 1984, there has been a growing interest in the area of professional services marketing. However, the main focus of academic research has been in the area of advertising and the professions. This article describes the results of a survey study of the internal role and function of marketing in the accounting and legal professions...