Marketing and Professional Services: the Case of Consultancy Engineering

Professional services suffer from a dearth of literature on marketing, especially in New Zealand. Like other professioal services, consulting engineers have expressed particular concern on how to adapt to the present competitive environment. A survey of New Zealand consulting engineers indicated tha...

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Veröffentlicht in:The Service industries journal 1996-10, Vol.16 (4), p.544-562
Hauptverfasser: Marr, Norman E., Sherrard, Michael J., Prendergast, Gerard P.
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container_title The Service industries journal
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creator Marr, Norman E.
Sherrard, Michael J.
Prendergast, Gerard P.
description Professional services suffer from a dearth of literature on marketing, especially in New Zealand. Like other professioal services, consulting engineers have expressed particular concern on how to adapt to the present competitive environment. A survey of New Zealand consulting engineers indicated that the use of marketing techniques within consulting engineering practices is uncoordinated in nature and there is disagreement as to the most efective method of attracting clientele. The lack of coordination of marketing techniques is best illustrated by the majority of consulting engineering practices competing on price, while actually perceiving service quality as the most important method for success. Within consulting engineering practices, marketing is becoming a legitimate management function. However, evidence can be seen to illustrate that the 'trappings' of marketing prevail rather than the 'substance' which is needed to have the customer-driven orientation fundamental to the implementation of the marketing concept.
doi_str_mv 10.1080/02642069600000046
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source EBSCOhost Business Source Complete; Applied Social Sciences Index & Abstracts (ASSIA); Taylor & Francis:Master (3349 titles)
subjects Advertising
Alliances
Competition
Consultancy
Engineering
Engineering firms
Executives
Marketing
New Zealand
Professionals
Profitability
title Marketing and Professional Services: the Case of Consultancy Engineering
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