Marketing of Engineering Consultancy Services: A Global Perspective

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!