This article analyses the processes of market-driven change in two professional service sectors, Research and Development (R&D) and the National Health Service. Building on these sectors’common experiences, the article proposes a general model of market-driven change in professional services,...

This article reports on recent experience of marketing in NHS hospitals. It is argued that the effective implementation of marketing depends on the development of a marketing process, a marketing function and a marketing philosophy. Effective marketing is hampered by poor communication,...

Examines how R&D can learn to market itself. Draws on four intensive case studies of in-house and independent laboratories to argue that developing this capability requires pervasive organizational change, which goes beyond the introduction of marketing specialists and the creation of marketing...

This book addresses some of the most significant issues currently facing business strategists, including restructuring and reorganization, global competition, strategic change, and organizational learning. These issues are, of course, currently relevant but as thoughts and approaches to...