The Relevance of IMC to Professional Service Firms

Moffatt, Jennifer J. & Luck, Edwina M. (2007) The Relevance of IMC to Professional Service Firms. In 2007 Australia And New Zealand Marketing Academy Conference (ANZMAC), 3-5 December 2007, Dunedin, New Zealand.

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No other sector in the economy influences business decisions like professional services, and while large commercial firms are major contributors to economies and employ highly educated people, they also engage teams of marketers who frequently work across national and international boundaries to deliver integrated marketing solutions connected to core business strategies. This paper finds that the integrated marketing communication (IMC) activities of major professional service firms (PSFs) often take on different priorities, to traditional product and consumer marketing, such as in-person marketing communication (MC) tactics are preferred. MC can vary between professions and tactics suited to one profession will not necessarily be appropriate for other professions. PSFs often find it challenging to embrace IMC because of organisational structures, position in the market and level of competitive turbulence.

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ID Code: 14501
Item Type: Conference Paper
Refereed: Yes
Additional Information: The contents of this conference can be freely accessed online via the conference's web page (see hypertext link).
Additional URLs:
ISBN: 9781877156299
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2007 (please consult author)
Deposited On: 25 Aug 2008 00:00
Last Modified: 29 Feb 2012 13:36

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