Professional Services Marketing
The same six-step process discussed in Chapter One can be applied to marketing professional services. But a different approach or shift in emphasis in marketing management and strategy is required for professional services. Professional services marketing is different than goods marketing for two reasons. First, there are generic differences between goods and professional services. Second, there is a difference in the management environment or context within which marketing tasks must be planned and executed in the professional services arena. Professional services, then, is a unique product that has to be understood, managed, and marketed differently from a packaged good.