The Status of Marketing in the UK Service Industries

This article describes the status of marketing in the UK service industries based on a sample of 320 service companies. It draws comparisons between service marketing companies and product marketing companies in terms of marketing orientation and marketing practice. Some significant differences are found between the two types of companies and it is suggested that there is scope for increased marketing professionalism in many service industries; and a greater sensitivity to market needs is required as markets become more competitive.