Misunderstood or lacking legitimacy?

Abstract

In spite of the rising interest in marketing within professional service firms in the last twenty years, past research has identified a reluctant acceptance and application of marketing within these organisations. The present paper will debate whether this is due to lack of understanding of the role of marketing, lack of acceptance as a valid management discipline suitable for professional services or lack of legitimacy as a profession in its own right. A brief overview of the role of marketing will be followed by a discussion on the professions, professional legitimacy and the professional organisation. Qualitative research was done in the form of in-depth interviews with marketing executives and accountancy and law professionals in fourteen firms across the UK. The research has revealed generational differences, misconceptions and outright conflict leading to resistance in the introduction and application of marketing, although the professionals have individually practiced a wide variety of marketing activities in their pursuit of gaining and maintaining clients. There has been a conspicuous resistance to the acceptance of marketing as a management tool within certain firms. The findings have opened up the spectre of inter-professional competition on legitimacy grounds.