Professional services marketing (PSM) is primarily based on intangibles such as relationship and value and has four major differences from the marketing of a goods or product base business. Firstly, in PSM the client purchases are generally intangible, for example, a conveyance on a house. The client may never see the conveyance form as they will be kept as security by the mortgagor, usually a bank or building society. Secondly, the service may be based on the reputation of a single person such as a hot shot lawyer such as Nick Dawson, the highly recognised solicitor for North West England...