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Technology has increased the options available to marketers and customers of professional services alike. But what are the perceptions of online and offline marketing communication tools? In November 2007, the Economist Intelligence Unit carried out a survey, sponsored by Google, of senior management executives in the US on the processes, influences and decision criteria they use in engaging professional services firms. The principle findings of the survey are as follows: n Professional services remain a "High-touch" business, where one-on-one contact with firm representatives and recommendations from peers and colleagues carry significant weight in influencing the reputations of firms. Despite the value of referential information, demonstrated competence and expertise in specific areas are the most critical factors in the selection of professional services firms.
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