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Marketing of Engineering Consultancy Services: A Global Perspective

By
Pradeep Kumar Chatterjee
Pradeep Kumar Chatterjee
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Partho Pratim Chatterjee
Partho Pratim Chatterjee
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ISBN:
9780791861837
No. of Pages:
136
Publisher:
ASME Press
Publication date:
2019

Drucker [16] has mentioned that there are basically the two essentials for any successful business: innovation and marketing. He further said that a company’s first task is to create customers. Levitt [17] in his classic Marketing Myopia emphasized the need for farsighted marketing for firm’s growth. He remarked that most businesses suffer from myopia when they fail to ask themselves a question, what business are we in? Levitt suggested that firm must learn to think of itself not as producing goods or services, but as producing followers i.e. the customers/clients. To produce these customers/clients, the entire corporation must be viewed as a customer–centric and customersatisfying organism. The firm must aim at acquiring customers by taking pains and walking that extra mile and offering the things that will make them do business with it. Levitt’s arguments were expanded by Peters and Waterman [18] in their book In Search of Excellence. They emphasized that corporate culture based on innovation and closeness to the customer is more important. They concluded that excellent companies really are close to their customers. That’s it. Other companies talk about it; excellent companies do it. In the above back drop, some of the specific reasons entailed for marketing management system for the engineering consultancy industry are expatiated below :

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