Market Research and the Engineering Firmby Howard Hoyt Hilton, Chrmn.; Hilton Advertising Agency, Inc., Tampa, Fla.,
Serial Information: Civil Engineering—ASCE, 1983, Vol. 53, Issue 8, Pg. 55-57
Document Type: Feature article
In an age of volatile market changes and stiff competition, engineering firms need continuous market research, the author writes, leading to development of an effective marketing plan. The marketing plan tells how to structure the sales effort in order to penetrate the desired markets. This article probes the differences between sales and marketing; describes various promotional materials that may be selected for the marketing plan; and discusses the different kinds of studies that marketing consultants conduct for their clients.
Subject Headings: Marketing | Engineering firms | Consulting services | Aging (material) | Client relationships | Probe instruments | Competition
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