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- W3180676220 abstract "The emergence of 'relationship marketing' has seen a reappraisal of the management of the marketing function, with marketing becoming the responsibility of front-line staff. This is underpinned by an assumption of the pre-eminence of organisational loyalty among such staff. Yet this assumption cannot be assumed in many professional services where the primary loyalty is to the profession and the clients. Clearly this poses fundamental challenges to the marketing of organisations as corporate entities. Focusing on the health sector in the UK as a archetypal professional service setting, this paper examines the challenges faced by hospital managers in attempting to manage critical market relationships and the suitability of alternative organisational approaches" @default.
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- W3180676220 date "1998-01-01" @default.
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- W3180676220 title "Managing Inter-Organisational Relationships In Professional Services: Marketing By Remote Control?" @default.
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