, Jr . Marketing Professional Services

M ARKETING thinking and practice has been gradually moving into service industries. Its role in service industries is still limited, however. It has achieved some utilization in banks and airlines, to a lesser degree in insurance, brokerage, and public transportation, and still less in law, accounting, management consulting, medicine, architecture, and engineering. Even marketing research firms and advertising agencies tend to under-apply marketing concepts to the marketing of their own services. Many professional practitioners in these industries deny a role to marketing or, if they do accept it, have a very inadequate idea of its content and how it can be implemented in a firm. Marketing, far from being a minor negligible function in managing a professional services firm, is one of the most important functions for helping such firms meet the unprecedented challenges they are facing.