Marketing and professional services: The case of consultancy engineering

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

    Research output: Contribution to journalJournal articlepeer-review

    12 Citations (Scopus)


    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
    Issue number4
    Publication statusPublished - 1996

    Scopus Subject Areas

    • Strategy and Management
    • Management of Technology and Innovation


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