The Comprehensive Guide To Marketing Professional Services


There is a paradox in professional services marketing that substantially separates it from marketing a product or non professional service. For anyone working in the field, the elements of this paradox ultimately become quite clear. To newcomers in the field – both marketers and lawyers and accountants – it is less frequently understood.

First, there is the ease of entry into the marketing field. The professionals – lawyers and accountants – function in a realm of rigid training, carefully defined education, apprenticeship, licensing, and a foundation in long standing tradition. No such preparation exists for most marketers. Law and accounting schools don’t teach marketing, although they really should. There are few courses on a graduate level dealing with the full range of skills needed for successful professional services marketing, and the marketing courses taught at even the most famous and well regarded graduate schools offer very little understanding of the singularities of marketing professional services.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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