Marketing Analysis for A/E Firm

by Donald A. Dupies, (M.ASCE), Assoc.; Howard Needles Tammen & Bergendoff, Milwaukee, Wisc.,

Serial Information: Issues in Engineering: Journal of Professional Activities, 1980, Vol. 106, Issue 1, Pg. 11-19

Document Type: Journal Paper

Abstract: The success of any office organization lies in its ability not only to execute projects in a high quality, profitable manner, but also to market its services and secure assignments. Experiences are shared relative to how a general and strategic marketing plan was developed for a design office, and how it was implemented, monitored and controlled. Areas covered are the broad concept of marketing and why write a plan; identifying strengths and weaknesses, action plans, goals, responsibilities, and performance. Experiences in costs of marketing at various fee levels are discussed as well as planning, budgeting, and monitoring of the marketing program, directed at improving the success ratio in securing assignments. The marketing plan is a dynamic tool that needs to be modified frequently to fit the needs of the times.

Subject Headings: Marketing | Organizations | Profits | Fees | Budgets |

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