ABSTRACT
Most people, including professional services providers, have a narrow view of marketing. Yet, in a competitive environment, embracing the marketing concept may be the edge required not only to survive but to prosper. Why is marketing so important? First, it is the only business function that can generate revenue for an organization. More importantly, marketing is not just a business function, it is a philosophy, a state of mind, a way of doing business. Marketing puts the needs of the consumer ahead of the producer. In other words, what differentiates marketing from selling is the focus on consumer needs. Many professionals believe that when they complete their professional training a demand will exist for their services; after all, they are now qualified to deliver those services. If people do not know about the service or do not need the service, however, consumers will not beat a path to the door of the newly minted professional.
