A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
An appraisal of the marketing development in engineering consultancy firms
This paper examines the results of an empirical study into the role of marketing in consulting engineering service firms in the UK. The results suggest that marketing is, to some extent, considered a 'legitimate' management function within these firms. However, evidence can be seen to illustrate that the 'trappings' of marketing prevail rather than the 'substance', which is required if a firm is to have the market-led and customer-driven orientations fundamental to the implementation of the marketing concept.
An appraisal of the marketing development in engineering consultancy firms
This paper examines the results of an empirical study into the role of marketing in consulting engineering service firms in the UK. The results suggest that marketing is, to some extent, considered a 'legitimate' management function within these firms. However, evidence can be seen to illustrate that the 'trappings' of marketing prevail rather than the 'substance', which is required if a firm is to have the market-led and customer-driven orientations fundamental to the implementation of the marketing concept.
An appraisal of the marketing development in engineering consultancy firms
Morgan, Robert E. (author) / Morgan, Neil A. (author)
Construction Management and Economics ; 9 ; 355-368
1991-07-01
14 pages
Article (Journal)
Electronic Resource
English
The role of advertising in marketing civil/structural engineering consultancy firms
| Taylor & Francis Verlag | 1993
The role of advertising in marketing civil-structural engineering consultancy firms
| Online Contents | 1993
The role of advertising in marketing civil/structural engineering consultancy firms
| British Library Online Contents | 1993