The Proactive Professional

Bloom, Paul N.; Dalpe, Margaret P.
June 1993
Marketing Management;1993, Vol. 2 Issue 1, p26
Professional services marketers face distinctive challenges such as "credence" buying, unpredictable demand, reluctance to challenge precedent, and overreliance on traditional methods of client solicitation. Those obstacles hamper the contribution marketing can make to law, accounting, and other professional practices. Unrealistic expectations and poor follow-through disillusion professionals who have expected more. Experience is proving, however, that a commitment to comprehensive marketing programs, rather than piecemeal attempts by lower-level staff, will prevent disappointment and frustration.


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