Skip to Main Content
Skip Nav Destination

Marketing of Engineering Consultancy Services: A Global Perspective

By
Pradeep Kumar Chatterjee
Pradeep Kumar Chatterjee
Search for other works by this author on:
Partho Pratim Chatterjee
Partho Pratim Chatterjee
Search for other works by this author on:
ISBN:
9780791861837
No. of Pages:
136
Publisher:
ASME Press
Publication date:
2019

Once the market has been segmented, target market(s) identified and products positioned, marketing strategy can then address the components of marketing mixes. However, making vainglorious announcement is easy but planning to achieve and really achieving them is difficult. For services industry, it was observed that the traditional marketing mix as coined by Professor Neil Borden (twelve elements) and summed up by McCarthy into the 4Ps namely product, price, place and promotion was inadequate because of three main reasons. The first reason was that the original marketing mix was developed for the manufacturing industries which implied that the services offered by...

14.1
Products/ Services (P1)
14.2
Price/ Fees (P2)
14.3
Promotion (P3)
14.4
Placement (P4)
14.5
People (P5)
14.6
Physical Evidence (P6)
14.7
Process (P7)
14.8
Pace (P8)
14.9
The Need for Integration of the 8Ps
This content is only available via PDF.
You do not currently have access to this chapter.
Close Modal

or Create an Account

Close Modal
Close Modal