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Marketing Professional Services. How can you measure what works?

In recent years there has been a dramatic increase in money spent on professional services marketing. In this article Dr Tom Kennie and Chris Ward of the Ranmore Consulting Group, examine the measurement of professional services marketing in order to ascertain its effectiveness.

1 February 2000

1. Introduction
In recent years there has been a dramatic increase in money spent on professional services marketing. In this article Dr Tom Kennie and Chris Ward of the Ranmore Consulting Group, examine the measurement of professional services marketing in order to ascertain its effectiveness.

According to recent press reports;

  • Ernst & Young entertained over 9,000 people last year at the Monet exhibition in London,
  • Andersen Consulting spent £27 million on a television advertising campaign, and on average
  • Law firms spend £2,900 and accounting firms £2,050/fee earner on marketing last year.

Is this time and money well spent? To answer that question presumes that we are currently measuring the effectiveness of our investment in marketing activities, otherwise how can success be judged. In this paper we consider the current approaches to the measurement of marketing activit...

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