An appraisal of the marketing development in engineering consultancy firms

This paper examines the results of an empirical study into the role of marketing in consulting engineering service firms in the UK. The results suggest that marketing is, to some extent, considered a 'legitimate' management function within these firms. However, evidence can be seen to illustrate that the 'trappings' of marketing prevail rather than the 'substance', which is required if a firm is to have the market-led and customer-driven orientations fundamental to the implementation of the marketing concept.