Marketing of Engineering Consultancy Services : Competing Through People (Engineers) - The Emerging Perspective1

Author(s) : Dr. Pradeep Kumar Chatterjee, Partho Pratim Chatterjee
ISSN : 0974 - 497
Year : May 2019 | Volume : 13 | Issue : 2/4

Abstract: This study aims to establish the relevance of the fifth P of marketing, i.e. People (engineers) in the marketing of engineering consultancy services. Engineering consultancy being intellect services, people (engineers) of various disciplines constitute the nucleus in the marketing mix. For the client, consultant's engineers are perceived to be an integral part of the service offerings. For them, consultant's engineers are the product, service and the firm. The unique features, quality elements, limited client base, strategic dependence on a few clients, etc. make people (engineer) management indispensable in engineering consultancy. However, despite the earnest necessity, the practice of people (engineer) management in engineering consultancy is in an embryonic stage. In this backdrop, the paper dwells upon customized elements pertaining to engineering consultancy sector, like scope, market paradigms, defining marketing, unique features and its implications, critical roles People (engineers) play, talent management, etc.


Download File Download File Open File