The Structural Engineer > Archive > Volume 75 (1997) > Issues > Issue 1 > Marketing Professionally
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Marketing Professionally

The aim of this paper is to explain the relevance of the concept of marketing in professional consulting activities. It also offers a few practical guidelines for the planning and execution of efforts to obtain new work. The paper opens with a brief discussion about the nature of marketing. It then looks at marketing strategy, which is the process of deciding what work a practice wants and how it should set out its stall to get it. It considers some aspects of the selling process applied to professional services. Price is a key item in the economic equation, so the paper considers fees. And finally, there are a few practical pointers. P.T. Pearce

Author(s): Pearce, P T

Keywords: marketing;structural engineers;fees;economics;planning;guides