Marketing and Reputation within Professional Service Firms

This chapter reviews the research on marketing and reputation relevant to professional service firms (PSFs). Although there has been relatively little research to date, we organise the material by problematising the issue of marketing within PSFs before introducing reputation and using a conceptual model of reputation which explores its antecedents and consequences within PSFs. In reviewing the extant literature, we explore a series of problems inherent within the application of marketing principles and practice to PSFs as well as hint at solutions and identify a future research agenda for marketing and reputation