Marketing and professional services: The case of consultancy engineering

Norman E. Mark, Michael J. Sherrard, Gerard P PRENDERGAST

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)

Abstract

Professional services suffer from a dearth of literature on marketing, especially in New Zealand. Like other professional 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 effective 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.

Original languageEnglish
Pages (from-to)544-562
Number of pages19
JournalService Industries Journal
Volume16
Issue number4
DOIs
Publication statusPublished - 1996

Scopus Subject Areas

  • Strategy and Management
  • Management of Technology and Innovation

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