Marketing of Engineering Consultancy Services:
A Global Perspective
Pradeep Kumar Chatterjee and Partho Pratim Chatterjee
Marketing of Engineering Consultancy Services has always been a complex and
multi-disciplinary subject, more so in a world of interconnected economies. The
cross-border sourcing of services as an integral part of the global value chain
gained momentum with enhanced economic globalization. We are in the cusp of
the creative disruption of Industrial Revolution 4.0 (IR 4.0), where technology is set
to change the way we live and work. This technology disruption is spearheaded
by Artificial Intelligence (AI), Internet of Things (IoT), and Machine Learning.
As the global economy and society undergoes a tectonic shift to post-industrial
information society with knowledge capital as its new resource, marketing of
services is concurrently experiencing a paradigm shift. This book is a unique
blend of the authors' decades of experience in the engineering consultancy
service industry, combined with scholarly and academic excellence.
With this book, readers should be able to:
- Understand engineering consultancy services and the market paradigms from
a global perspective.
- Understand the unique features of engineering consultancy services and their
implications for marketing.
- Explain the quality elements of engineering consultancy services.
- Understand the issues concerning the quality, cost-benefit analysis of quality
of engineering consultancy services.
- Understand how engineering consultants are appointed by clients under
international competitive bidding (ICB).
- Define marketing of engineering consultancy services and explain why
scientific marketing is essential for engineering consultancy firms.
- Understand the client relationship, the people (engineer) factor, Internal
marketing.
- Formulate marketing mixes (8Ps) for engineering consultancy services
- And much more!
