Research
summaries
Tutorial
summaries
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The Marketing Balancing Act: Planning or Promotion?
January 1997
Research Question: Many professional
service firms report that “We should be doing
(you name it), but we haven’t yet” in
their marketing strategies. What is appropriate, anyway?
Summary: A nationwide survey of
more than 120 professional service firms tested the
interest in – and ostensible need for –
a marketing strategy. Respondents are mostly from
the management consulting arena, but also include
firms from accounting; law; information technology,
and a variety of other consulting specialties. The
results indicate perceived use of a marketing strategy;
however, respondents also showed confusion about the
complexities and ambiguities of strategically marketing
their services.
Table of Contents:
Introduction
Strategic Marketing: Inappropriate or Just Fundamentally
Misunderstood?
Wasted Money?
Is “Size” Related to Marketing Strategy?
Conclusion
Format: Ten pages of charts, graphs,
and commentary neatly summarize the study’s
findings and conclusions. Presented in black and white.
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