在许多专业服务性企业里,“营销问题”并不是营销知识问题,而是管理问题。管理人员知道本企业应进行哪些营销活动,却没有做好营销组织工作,实施营销计划。这些企业应加强营销活动管理工作,采取一系列有效的管理措施,提高营销效果。一、营销工作中常见的问题在许多专业服务性企业里,管理人员高度重视收费的服务工作任务,却忽视付费的营销工作任务。他们认为企业需花费大量时间和精力,进行营销活动,却无法保证营销结果。因此,客户业务开发活动的投资风险很大。他们往往不愿 In many professional service companies, “marketing issues” are not marketing knowledge issues, but management issues. Managers know what marketing activities the company should perform, but they do not do a good job of marketing organization and implement marketing plans. These enterprises should strengthen the management of marketing activities and adopt a series of effective management measures to improve marketing effectiveness. I. Common Problems in Marketing Work In many professional service companies, management personnel attach great importance to the task of charging service work, but they neglect to pay for marketing tasks. They believe that companies need to spend a lot of time and energy to conduct marketing activities but cannot guarantee marketing results. Therefore, investment in customer business development activities is highly risky. They are often unwilling