Problem Definition: We explore how to design professional services in markets that cater to customers with differential usage capabilities. Professional customers avail the service and tailor it to their use, whereas amateur customers, lacking the relevant expertise, obtain the service through a...

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...