Marketing Professional Services, Journal of Marketing
The article discusses the use of marketing techniques by professional service firms. The author notes that increase in competition in the professional services industries as sell as changing expectations of clients is causing professionals to turn to techniques employed in marketing. According to the author, there are a number of barriers that stand in the way of marketing implementation in professional service industries, including professionals' hostility toward commercialism, professional association codes of ethics and a general trend towards equating marketing with selling.
Kotler, Philip. 1977. Marketing Professional Services. Journal of Marketing. 41(1): 71-76.