| Автор | Barksdale, Hiram C. |
| Автор | Clopton, Stephen W. |
| Дата выпуска | 1991 |
| dc.description | The authors report the findings of a survey of architecture firm principals concerning the status of marketing in the architecture profession. Among other key findings, the vast majority of responding principals consider marketing essential to new business development, and believe marketing's importance to firm success is increasing. However, fewer than half of the responding firms have a marketing plan in place. Architecture firms are more oriented toward public relations than marketing, and large firms are more involved in marketing than small firms. Overall, the results suggest a somewhat limited understanding of marketing's role and potential, and the need for architecture firms to either develop better internal marketing expertise or rely more heavily on experienced marketing consultants. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | APPLICATIONS TO SELECT SERVICE SECTORS |
| Тип | research-article |
| DOI | 10.1300/J090v07n02_10 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 7 |
| Первая страница | 99 |
| Последняя страница | 116 |
| Аффилиация | Barksdale, Hiram C.; Associate Professor of Marketing, Georgia State University, Atlanta, GA, 30303 |
| Аффилиация | Clopton, Stephen W.; Associate Professor of Marketing, Appalachian State University, Boone, NC, 28608 |
| Выпуск | 2 |
