Marketing Auditing Services
Tuomivirta, Olga (2009)
Tuomivirta, Olga
Laurea-ammattikorkeakoulu
2009
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200909144518
https://urn.fi/URN:NBN:fi:amk-200909144518
Tiivistelmä
The study is done as a part of a bachelor’s study in Marketing at Laurea University of Applied Sciences. Marketing as a science appeared more than 50 years ago and is still developing. The purpose of the thesis work is to collect knowledge via marketing research, to understand how marketing is implemented by the case company–provider and compare the result to professional services marketing theory.
Marketing professional services is difficult because services differ from goods. Marketing professional services also differs from generic services. In fact, the result of a service is usually intangible and the process of rendering it is more important than the result itself; a specialist of professional services participates in the marketing of services, and often a client is making the choice to place an order after consultation with the specialist. Specialists, however, are not always trained in marketing; the marketing of activities is different in the case of professional services.
The Research is performed as a case study based on an auditing company, the world famous leader on the market of auditing services. The Helsinki office of the company started marketing activities 15 years ago. Modern performance of marketing shows those elements of the marketing which are effective in case of auditing services.
Three persons dealing with the marketing are interviewed for the purpose of the analysis, two of them work in marketing-related departments and one person is one of the leaders of the company who performs marketing as part of his job duties.
The result of the research describes marketing performance of the case company and how it reconciles the professional services marketing theory. The case company executes both marketing elements that are described by the existing theory as well as those elements that should be additionally studied more.
Marketing professional services is difficult because services differ from goods. Marketing professional services also differs from generic services. In fact, the result of a service is usually intangible and the process of rendering it is more important than the result itself; a specialist of professional services participates in the marketing of services, and often a client is making the choice to place an order after consultation with the specialist. Specialists, however, are not always trained in marketing; the marketing of activities is different in the case of professional services.
The Research is performed as a case study based on an auditing company, the world famous leader on the market of auditing services. The Helsinki office of the company started marketing activities 15 years ago. Modern performance of marketing shows those elements of the marketing which are effective in case of auditing services.
Three persons dealing with the marketing are interviewed for the purpose of the analysis, two of them work in marketing-related departments and one person is one of the leaders of the company who performs marketing as part of his job duties.
The result of the research describes marketing performance of the case company and how it reconciles the professional services marketing theory. The case company executes both marketing elements that are described by the existing theory as well as those elements that should be additionally studied more.