| Автор | Barksdale, Hiram C. |
| Автор | Clopton, Stephen W. |
| Дата выпуска | 1995 |
| dc.description | An empirical taxonomy of markehg activity use among architectural design firms is develo~ed based on a s w e y of 639 architecture firm prikipals. The taxonbmy reveals six diff&ent mixes of marketing activity. Each mix consists of the combination of different types of marketing activities used by a subset of Ihe firms sampled. The six marketing activity mixes are then related to select firm' characteristics to draw a more complete profile of marketing activity in the architecture profession. The results indicate that firm size, the nature of firm goals, and the f m principal's attitudes toward marketing are all signif~cantly related to an architecture f m ' s choice of a marketing activity mix. The six marketing activity mixes also differ with respect to key f m outcomes. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Patterns of Marketing Activity Among Architectural Design Firms |
| Тип | research-article |
| DOI | 10.1300/J090v11n01_08 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 11 |
| Первая страница | 101 |
| Последняя страница | 126 |
| 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 | 1 |
