Market Signaling in the Professional Services
Herbig, Paul; Milewicz, John; Herbig, Paul; Department of Management/Marketing, College of Commerce and Business Administration, Jacksonville State University, Jacksonville, AL, 36265; Milewicz, John; Department of Management/Marketing, College of Commerce and Business Administration, Jacksonville State University, Jacksonville, AL, 36265
Журнал:
Journal of Professional Services Marketing
Дата:
1993
Аннотация:
A Market Signal is a marketing activity that provides information beyond the mere form of that activity. Market Signals reveal levels of the unobserved. Signals occur in a variety of marketing phenomena: advertising, pricing, quality, competitive response to name but a few. In this paper we examine the use of market signals in the Professional Services industry and provide a set of recommendations for providers in which how to better utilize signals in the marketing of their professional services.
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