Toward a theory of professional service marketing

Abstract

The existing marketing theory is inadequate in its attempts to explain service marketing. This paper contributes to both the theory of industrial marketing and service marketing through its treatment of the following two questions: What is a professional service? And what relevance has a generic definition of a professional service to the marketer of those services? These questions are dealt with in the broader areas of the current theories and models of industrial marketing and the emerging conceptual frameworks of service marketing.