Consistent with calls for a greater marketing emphasis to be included in career counselling practice, this study uses marketing concepts to explore the relationship between the expectations people in career transition have of a career counselling service and the perceptions career counselling service providers have of these expectations. The study used the Expectations About Career Counselling survey to gather data from 481 transitioners and practitioners. The results of the study showed a gap between practitioner perceptions and transitioner expectations. Implications for career counsellors based on the results are discussed.
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