Factors that influence the marketing of professional services

Abstract

This study explores the marketing in a multinational professional services organization and attempts to identify marketing factors relevant to the organization. The main objective is to identify critical factors that influence the successful marketing of professional services. To accomplish this objective, research is undertaken as a case study with a quantitative survey of employees from the professional services organization. The main finding was that the 7P framework (product/service, price, place, promotion, physical evidence, people, process) was applicable and that place, physical evidence and product components were seen as most critical, with promotion and price appearing to be least critical, maybe because conservative attitudes to marketing still exist within professional service organizations. The study added to the literature on professional services marketing, giving insight into the marketing of professional services in today’s dynamic and changing economic environment. Our findings will, therefore, assist professional service organizations to utilize their marketing resources more effectively and efficiently

Exploring some marketing practices in management consulting firms: evidence from small service firms in Italy

“…Familiarity with marketing trends and methodologies can both improve decision-making process regarding the choice of marketing mode and style best suited to management consulting service businesses and help to identify client needs and enhance the delivery of value adding services. Enerson et al (2016) suggest that current and future marketing directions will affect the way that the professional service marketing is formulated and implemented. The authors believe that in the professional environment, service organizations that have a clear marketing direction will have more chance of succeeding.…”

“…Enerson et al (2016) suggest that current and future marketing directions will affect the way that the professional service marketing is formulated and implemented. The authors believe that in the professional environment, service organizations that have a clear marketing direction will have more chance of succeeding.…”

“…However, it should be noted that relatively little literature on marketing of management consulting firms exists (Barr and McNeilly, 2003; Enerson et al , 2016; Cerruti et al , 2019). While a great of deal has been written regarding what firms could and should be doing, there is little literature that reports what they are doing (Barr and McNeilly, 2003).…”

Factors determining the marketing strategies of construction firms: construction professionals' perspective

“…Yan and Chew (2010) investigated the marketing strategy, business environment and performance of construction SMEs in China, and found that marketing differentiation and innovation helps construction SMEs to achieve superior performance, but reported a negative relationship between competitive pressure and construction SMEs' performance. Enerson et al (2016) carried out a study aimed at identifying the critical factors that influence the marketing of professional services in the South African construction industry.…”

“…Musa et al (2016) identified three factors that influence the choice of marketing strategy, and these are the entrepreneur's attitude and knowledge, technical knowledge of the firm, and branding strategy. Enerson et al (2016) proposed a framework of 7P (product/service, price, place, promotion, physical evidence, people, and process); which influences the marketing of professional services. The study found out that place, physical evidence and product components are most critical, and that promotion and price are least critical.…”