Request a copy of a research report or tutorial
(Opens a new browser window, which you may keep open as you browse the abstracts.)

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.