Engineering a Marketing Plan

by Howard Smallowitz, Assoc. Ed.; Civil Engineering�ASCE, New York, NY,
Deborah Molyneux, Freelance Writer; Alexandria, VA,


Serial Information: Civil Engineering—ASCE, 1987, Vol. 57, Issue 8, Pg. 70-72


Document Type: Feature article

Abstract:

Marketing is today as much a part of the engineering firm as design, drafting, and analysis. As design firms face increasing competition, many principals have begun to recognize that the marketplace can only be met through a structured marketing program. A sophisticated and far-reaching program acts as a blueprint for a firm's growth and development. A plan based on thorough market research allows an engineering firm to anticipate and take full advantage of new business opportunities. A dozen principals, executives, and marketing specialists from large, medium, and specialized firms offer their experience and opinions on marketing tools and techniques, including unfulfilled needs in the market, evaluation and revision of marketing programs, and identification of markets.

Subject Headings: Marketing | Business management | Engineering firms | Competition

Services: Buy this book/Buy this article

 

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