Changes in the Professional Services Marketing Mix: Traditional vs. Online Marketing

More than 20 years ago, Phillip Kotler, recognized by many as the father of marketing, warned that “information middlemen providers (“metamediaries”) would emerge on the Internet, assemble and offer evaluations of different suppliers for a small charge.” Kotler’s crystal ball predictions were not too far off. In his book, Kotler on Marketing, Kotler describes the…

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