Barriers to Marketing Implementation in U.K. Professional Service Firms

This paper focuses upon the critical role that imple- mentation plays in determining the 'success' or 'failure' of the mar- keting function. The authors discuss the particular implementation problems that are faced by marketers in professional service firms in the UK where marketing is still a relatively new function, and pro- pose a number of ways in which marketers may be able to overcome some of these internal barriers.