BARRIERS TO MARKETING DEVELOPMENT IN THE BARRISTERS PROFESSION

This paper focuses on the marketing of professional services, and on t he very specific context of barristers in the British legal profession s. We examine the background provided by this sector of professional s ervices, and then present the results of a set of qualitative investig ations into the role of marketing as it is perceived by members of thi s profession, and identify a series of barriers for the development of marketing. We conclude by considering the implications of our finding s for how marketing concepts can be productively employed in this area of activity and the needs for conceptual as well as practical extensi on, but remain largely pessimistic about the current prospects for ext ending marketing activities into the area of barristers' marketing.