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- Title
MARKETING OF PROFESSIONAL PROJECT SERVICES: AN EXPLORATORY STUDY OF THE ROLE OF OPERANT RESOURCES IN THE CONTEXT OF ARCHITECTURAL FIRMS.
- Authors
McDonald, Robert E.; Madhavaram, Sreedhar
- Abstract
Marketing of professional project services is a relatively unexplored area. In this article, the authors explore the marketing of professional project services in the context of architectural firms. The authors conduct in-depth interviews of nine informants, seven principals and two marketing directors of successful architectural firms. The results reveal external relational factors, internal relational factors, and operant resources (that is, the skills and capabilities that produce effects on other resources) as the influencers of successful professional project services marketing. The authors then present a conceptual framework for successful professional project services marketing and conclude by discussing implications for practitioners and academics.
- Subjects
MARKETING of professional services; ARCHITECTURAL firms; MARKETING executives; MARKETING; ARCHITECTS; PROFESSIONS advertising
- Publication
Marketing Management Journal, 2007, Vol 17, Issue 1, p95
- ISSN
1534-973X
- Publication type
Article