Research
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Tutorial
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Technology and Marketing: A Comparison of Professional
Service Firms and Industries
February 1999
Research Question: “Web pages,
broadcast fax, CD-ROMs, web-zines, and data mining.
Professional service firms are faced with vastly increased
opportunities and challenges about using technology
to go to market – all of which has increased
the variables of marketing strategies and the complexity
of their resulting tactics. Who’s using what,
how and with what results?”
Summary: A nationwide survey of
more than 320 professional service firms addresses
use of technology as a marketing tool. Respondents
include firms from accounting; law; consulting (healthcare,
human resources, management, information technology,
environment, energy and utilities, and a variety of
consulting specialties); and architecture and engineering.
Results indicate growing use and generally satisfactory
results. However, use of technology often lacks a
strategic basis and falls short of its potential for
leveraging fundamental objectives of the firm.
Table of Contents:
Introduction
Key Findings
Section I – Professional service firms are rushing
to use marketing technology (especially web pages)
and are generally reporting satisfactory results.
Section II – Professional service firms make
wide use of contacts database.
Section III – Smaller firms embrace technology
at a lesser rate than larger firms.
Section IV – There are clear differences between
industries in the use of marketing technologies.
Section V – Firms affected by mergers and acquisitions
are generally unsuccessful in using marketing technology
to achieve the strategic objectives of the combined
organizations.
Conclusions & Commentary
Appendix
Study Participants Profiles
Definition of Terms
Format: Sixty-two pages of charts,
graphs, bullet points and commentary summarize the
study’s findings and conclusions. Presented
in color with GBC binding.
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