Addis, B and Al-Ghamdi, M (1998) The role of technical marketing in effective utilization of quality management in consulting engineering firms. In: Hughes, W (ed.) Proceedings of 14th Annual ARCOM Conference, 9-11 September 1998, Reading, UK.
Abstract
The role of marketing in quality management, especially Total Quality Management in consulting engineering firms, is well established and growing. Too little attention, however, has been paid to the part played by technical marketing. The paper discusses how technical marketing can help consulting engineers develop a better understanding of their engineering skills and knowledge, and better convey the nature and benefits of their engineering services (their 'products') to technical and non-technical clients. The paper concludes that technical marketing can enhance quality management by helping to give clients better value for money and providing a clearer picture of the consultants' work process.
| Item Type: | Conference Paper (Paper) |
|---|---|
| Uncontrolled Keywords: | consulting engineers; professional services; technical marketing; total quality management; value |
| Index terms: | total quality management, consulting engineer, engineering firm, professional service, marketing, quality management, value-for-money |
| Subjects: | quality assurance, evaluation, firms, evaluation methods, business, organization, profession |
| Topics: | Business Strategy, Roles and Professions, Value Management, Quality Management, Organizational Design |
| Descriptive scope: | 2 PC |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here