{"id":"https://openalex.org/W2603197601","doi":"https://doi.org/10.1080/02650487.1990.11107159","title":"Communications and the Reality of Marketing in Professional Service Firms","display_name":"Communications and the Reality of Marketing in Professional Service Firms","publication_year":1990,"publication_date":"1990-01-01","ids":{"openalex":"https://openalex.org/W2603197601","doi":"https://doi.org/10.1080/02650487.1990.11107159","mag":"2603197601"},"language":"en","primary_location":{"id":"doi:10.1080/02650487.1990.11107159","doi":"https://doi.org/10.1080/02650487.1990.11107159","is_oa":false,"landing_page_url":"https://doi.org/10.1080/02650487.1990.11107159","pdf_url":null,"source":{"id":"https://openalex.org/S19358283","display_name":"International Journal of Advertising","issn_l":"0265-0487","issn":["0265-0487","1759-3948"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-3","jufo-1","norway-1","poland-140","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Advertising","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5076503869","display_name":"Neil A. Morgan","orcid":"https://orcid.org/0000-0002-2373-7158","observed_orcids":["https://orcid.org/0000-0002-2373-7158"]},"institutions":[{"id":"https://openalex.org/I79510175","display_name":"Cardiff University","ror":"https://ror.org/03kk7td41","country_code":"GB","type":"education","lineage":["https://openalex.org/I79510175"]},{"id":"https://openalex.org/I97429440","display_name":"University of Wales","ror":"https://ror.org/01se4f844","country_code":"GB","type":"education","lineage":["https://openalex.org/I97429440"]}],"countries":["GB"],"is_corresponding":true,"raw_author_name":"Neil A. Morgan","raw_affiliation_strings":["Cardiff Business School, University of Wales College of Cardiff, UK"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Cardiff Business School, University of Wales College of Cardiff, UK","institution_ids":["https://openalex.org/I79510175","https://openalex.org/I97429440"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5076503869"],"corresponding_institution_ids":["https://openalex.org/I79510175","https://openalex.org/I97429440"],"apc_list":null,"apc_paid":null,"fwci":1.3696,"has_fulltext":false,"cited_by_count":7,"citation_normalized_percentile":{"value":0.87738958,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"9","issue":"4","first_page":"283","last_page":"293"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10344","display_name":"Management and Organizational Studies","score":0.00039999998989515007,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11530","display_name":"Business and Management Studies","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/professional-services-marketing","display_name":"professional services marketing","score":0.9929999709129333},{"id":"https://openalex.org/keywords/marketing-communication","display_name":"marketing communication","score":0.902999997138977},{"id":"https://openalex.org/keywords/accounting-profession","display_name":"accounting profession","score":0.7450000047683716},{"id":"https://openalex.org/keywords/legal-profession","display_name":"legal profession","score":0.9959999918937683},{"id":"https://openalex.org/keywords/market-orientation","display_name":"market orientation","score":0.7889999747276306},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"marketing strategy","score":0.49000000953674316},{"id":"https://openalex.org/keywords/internal-marketing","display_name":"internal marketing","score":0.5299999713897705}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.7524661421775818},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6309176683425903},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.5193601846694946},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.5130375623703003},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.4991621971130371},{"id":"https://openalex.org/C15306905","wikidata":"https://www.wikidata.org/wiki/Q6770925","display_name":"Marketing science","level":4,"score":0.48424074053764343},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.48061150312423706},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.47492867708206177},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.47344347834587097},{"id":"https://openalex.org/C536812576","wikidata":"https://www.wikidata.org/wiki/Q17157275","display_name":"Public Sector Marketing","level":5,"score":0.4572541117668152},{"id":"https://openalex.org/C44628447","wikidata":"https://www.wikidata.org/wiki/Q1017542","display_name":"Business-to-government","level":4,"score":0.4495559334754944},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.41951557993888855},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.4141993820667267},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.3473304212093353},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.1444840133190155}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1080/02650487.1990.11107159","doi":"https://doi.org/10.1080/02650487.1990.11107159","is_oa":false,"landing_page_url":"https://doi.org/10.1080/02650487.1990.11107159","pdf_url":null,"source":{"id":"https://openalex.org/S19358283","display_name":"International Journal of Advertising","issn_l":"0265-0487","issn":["0265-0487","1759-3948"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-3","jufo-1","norway-1","poland-140","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Advertising","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":17,"referenced_works":["https://openalex.org/W1972761109","https://openalex.org/W2003162604","https://openalex.org/W2018872114","https://openalex.org/W2033444749","https://openalex.org/W2078046106","https://openalex.org/W2079144530","https://openalex.org/W2106666425","https://openalex.org/W2157077019","https://openalex.org/W2196325127","https://openalex.org/W2315269448","https://openalex.org/W2325019799","https://openalex.org/W2331536893","https://openalex.org/W2335238784","https://openalex.org/W2529670826","https://openalex.org/W4232867213","https://openalex.org/W4297081765","https://openalex.org/W4394799459"],"related_works":["https://openalex.org/W2171526010","https://openalex.org/W1976185501","https://openalex.org/W2969956172","https://openalex.org/W2086016108","https://openalex.org/W2086887476","https://openalex.org/W7099971139","https://openalex.org/W1973998484","https://openalex.org/W103292100","https://openalex.org/W2074701826","https://openalex.org/W2047962243"],"abstract_inverted_index":{"Following":[0],"the":[1,6,23,29,40,47,56,61,66,73,81,87,95,115,132,159,164,167],"relaxation":[2],"of":[3,8,11,19,42,50,58,68,72,78,106,117,127,161,170],"regulations":[4],"concerning":[5],"use":[7],"many":[9],"forms":[10],"marketing":[12,79,109,118,129,145,151,162],"communications":[13],"activity":[14],"in":[15,22,25,31,39,55,80,86,93,104,125,148],"a":[16,36,69,108,137,155],"large":[17],"number":[18],"professions":[20,85,165],"beginning":[21],"USA":[24],"1977":[26],"and":[27,60,76,83,111,120],"reaching":[28],"UK":[30],"1984,":[32],"there":[33],"has":[34,53],"been":[35,54],"growing":[37],"interest":[38],"area":[41,57],"professional":[43,99,149],"services":[44,150],"marketing.":[45],"However,":[46],"main":[48],"focus":[49,169],"academic":[51],"research":[52],"advertising":[59],"professions.":[62],"This":[63,135],"article":[64],"describes":[65],"results":[67,90],"survey":[70],"study":[71],"internal":[74],"role":[75],"function":[77],"accounting":[82],"legal":[84],"UK.":[88],"The":[89],"suggest":[91],"that":[92,152],"reality":[94],"problems":[96],"faced":[97],"by":[98,144],"services'":[100],"marketers":[101],"are":[102],"internal,":[103],"terms":[105,126],"developing":[107],"orientation":[110],"reducing":[112],"barriers":[113],"to":[114,131,141],"implementation":[116],"strategies":[119],"plans,":[121],"rather":[122],"than":[123,166],"external":[124,133],"communicating":[128],"messages":[130],"market-place.":[134],"suggests":[136],"radically":[138],"different":[139],"agenda":[140],"be":[142],"addressed":[143],"academics":[146],"interested":[147],"may":[153],"have":[154],"greater":[156],"impact":[157],"upon":[158],"development":[160],"within":[163],"present":[168],"communications.":[171]},"counts_by_year":[],"updated_date":"2026-10-14T16:39:01.820549","created_date":"2017-04-07T00:00:00"}