Morgan, R E and Morgan, N A (1991) An appraisal of the marketing development in engineering consultancy firms. Construction Management and Economics, 9(4), pp. 355-368. ISSN 01446193
Abstract
This paper examines the results of an empirical study into the role of marketing in consulting engineering service firms in the UK. The results suggest that marketing is, to some extent, considered a 'legitimate' management function within these firms. However, evidence can be seen to illustrate that the 'trappings' of marketing prevail rather than the 'substance', which is required if a firm is to have the market-led and customer-driven orientations fundamental to the implementation of the marketing concept.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | clients; implementation; marketing orientation; professional services |
| Index terms: | implementation, marketing, empirical study, consultancy, appraisal, evidence, professional service |
| Subjects: | factor and component analysis, research methods, contractual arrangements, evaluation and assessment methods, organization, business |
| Topics: | Organizational Design, Business Strategy, Research Practice, Procurement |
| Descriptive scope: | 3 PCA |
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