1. Legal sanctions. Several highly publicized court cases
have opened the door to such previously banned marketing tools as advertising.
2. Too many professionals. Law, architecture, dentistry,
and other professions have become overcrowded and their members must
increasingly compete for customers.
3. A declining public image. In an era of consumerism and
malpractice suits, professionals are no longer on a pedestal. This condition
has made it necessary—and, ironically, more acceptable—for professionals to use
marketing to enhance their public images and to improve their clients’ and
patients’ satisfaction.
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