FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W157952737> ?p ?o ?g. }

• W157952737 endingPage "12" @default.
• W157952737 startingPage "1" @default.
• W157952737 abstract "Marketing of professional services was once seen as inappropriate or even unethical, but today professionals are free to promote their services in any way they choose (Markham and Carson 2005). Accountants, lawyers, management consultants and doctors are turning to marketing in increasing numbers. However, many professionals define marketing as either advertising or selling and this perception limits the effectiveness of marketing in the professional services firm. Marketing involves the creation of deliberately designed strategies and programs that must be in place to guide the marketing and sales activities. Firms often underestimate the importance of planning in marketing professional services (Murphy 1997) This article presents a marketing framework to guide the professional services firm in developing an appropriate strategy to win new business and retain customers. The framework consists of two distinct approaches, the Fortress and the Empire. This paper describes the framework and discusses when and how to apply each approach to gain maximum advantageLiterature ReviewAlthough there is an extensive literature on services marketing very little addresses the issue of marketing professional services. A great deal of the service literature deals with measuring and creating customer satisfaction (Carman 2000; Jones and Suh, 2000; Parsuraman, Zeithaml and Berry, 1988, 1991, 1994). Another stream of literature deals with business success in services (Sin and Tse 2000; Berry 1999; Keaveney 1995; Schlesinger and Heskett; 1991). Operational aspects of services have also received much attention in the services literature (Baker and Cameron 1996; Cameron, Baker, Peterson and Braunsberger 2003; Maister 1984; Larson 1987; Chase 1981). Recently the topic of branding services has been addressed (Berry 2000; Chernatony and Segal-Horn 2006; Grace and O'Cass 2005; Gray 2006).There is some literature that deals with professional services marketing either directly or indirectly. Kotier, Hayes and Bloom (2002) differentiate professional services from services in general through the following characteristics:* A professional service is qualified, advisory and problem solving but may include some routine work.* Professionals have a common identity and are regulated by traditions or a code of ethics.* Professional services include a high degree of customization.* Professional service providers often have a high degree of face-to-face interaction with clientsThey offer examples of professional services that include law, medicine, public accounting, management consulting, engineering, marketing research, advertising and architecture. Maister (2008, 1993) discusses strategies for managing professional service firms by promoting excellence in service delivery and by doing the things that are obvious but difficult for the firm to address.One stream of the literature on professional services is related to crossselling and focuses on selling new services to current clients (Carper 1990, Haggerty 1991, Maister 1989, Reeb 1998, Stone, 1990). Marketing to new clients has also received attention in the professional services literature (Graham 2000, Maister 1992, Reeb 1998, Stewart 2002, Wick 2005). The existing literature offers useful ideas for the professional service firm but does not suggest a comprehensive model for building marketing strategy.The purpose of this paper is to offer a marketing framework to guide the professional service firm in the development of strategy to win new business and retain customers. The framework consists of two distinct approaches, the fortress and the empire. This paper describes the framework and discusses when and how to apply each approach to gain maximum advantage.The Fortress ApproachThroughout history, fortresses were built in order to protect communities from outside forces. Barriers were created, and all the needs of the community were supplied from within the confines of the fortress. …" @default.
• W157952737 created "2016-06-24" @default.
• W157952737 creator A5041134742 @default.
• W157952737 creator A5072433799 @default.
• W157952737 date "2008-07-01" @default.
• W157952737 modified "2023-09-22" @default.
• W157952737 title "The Fortress and the Empire: A Marketing Strategy for the Professional Services Firm" @default.
• W157952737 hasPublicationYear "2008" @default.
• W157952737 type Work @default.
• W157952737 sameAs 157952737 @default.
• W157952737 citedByCount "3" @default.
• W157952737 countsByYear W1579527372013 @default.
• W157952737 countsByYear W1579527372016 @default.
• W157952737 crossrefType "journal-article" @default.
• W157952737 hasAuthorship W157952737A5041134742 @default.
• W157952737 hasAuthorship W157952737A5072433799 @default.
• W157952737 hasConcept C144133560 @default.
• W157952737 hasConcept C162853370 @default.
• W157952737 hasConcept C17744445 @default.
• W157952737 hasConcept C192975520 @default.
• W157952737 hasConcept C2780378061 @default.
• W157952737 hasConcept C2780795282 @default.
• W157952737 hasConcept C2984259395 @default.
• W157952737 hasConcept C39453970 @default.
• W157952737 hasConcept C39549134 @default.
• W157952737 hasConcept C48891531 @default.
• W157952737 hasConcept C93032411 @default.
• W157952737 hasConcept C98716237 @default.
• W157952737 hasConceptScore W157952737C144133560 @default.
• W157952737 hasConceptScore W157952737C162853370 @default.
• W157952737 hasConceptScore W157952737C17744445 @default.
• W157952737 hasConceptScore W157952737C192975520 @default.
• W157952737 hasConceptScore W157952737C2780378061 @default.
• W157952737 hasConceptScore W157952737C2780795282 @default.
• W157952737 hasConceptScore W157952737C2984259395 @default.
• W157952737 hasConceptScore W157952737C39453970 @default.
• W157952737 hasConceptScore W157952737C39549134 @default.
• W157952737 hasConceptScore W157952737C48891531 @default.
• W157952737 hasConceptScore W157952737C93032411 @default.
• W157952737 hasConceptScore W157952737C98716237 @default.
• W157952737 hasIssue "2" @default.
• W157952737 hasLocation W1579527371 @default.
• W157952737 hasOpenAccess W157952737 @default.
• W157952737 hasPrimaryLocation W1579527371 @default.
• W157952737 hasRelatedWork W139401649 @default.
• W157952737 hasRelatedWork W1591153391 @default.
• W157952737 hasRelatedWork W169147235 @default.
• W157952737 hasRelatedWork W1970531775 @default.
• W157952737 hasRelatedWork W1986014532 @default.
• W157952737 hasRelatedWork W2008593756 @default.
• W157952737 hasRelatedWork W2059931208 @default.
• W157952737 hasRelatedWork W207934521 @default.
• W157952737 hasRelatedWork W2186874868 @default.
• W157952737 hasRelatedWork W2305753489 @default.
• W157952737 hasRelatedWork W2603197601 @default.
• W157952737 hasRelatedWork W263417977 @default.
• W157952737 hasRelatedWork W2993461932 @default.
• W157952737 hasRelatedWork W3091992501 @default.
• W157952737 hasRelatedWork W3110692971 @default.
• W157952737 hasRelatedWork W39300390 @default.
• W157952737 hasRelatedWork W2033818936 @default.
• W157952737 hasRelatedWork W2185157077 @default.
• W157952737 hasRelatedWork W2596284759 @default.
• W157952737 hasRelatedWork W2804058611 @default.
• W157952737 hasVolume "33" @default.
• W157952737 isParatext "false" @default.
• W157952737 isRetracted "false" @default.
• W157952737 magId "157952737" @default.
• W157952737 workType "article" @default.