Marketing of Engineering Consultancy Services: A Global Perspective

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Marketing of Engineering Consultancy Services has always been a complex and multi-disciplinary subject, more so in a world of interconnected economies. The cross-border sourcing of services as an integral part of global value chain gained momentum with enhanced economic globalization. We are in the cusp of the creative disruption of Industrial Revolution 4.0 (IR 4.0), where technology is set to change the way we live and work. This technology disruption is spearheaded by Artificial Intelligence (AI), Internet of Things (IoT), and Machine Learning. As the global economy and society undergoes a tectonic shift to post-industrial information society with knowledge capital as its new resource, marketing of services is concurrently experiencing a paradigm shift. This book is a unique blend of the authors’ decades of experience in the engineering consultancy service industry, combined with scholarly and academic excellence. With this book, readers should be able to:

Understand engineering consultancy services and the market paradigms from a global perspective.

Understand the unique features of engineering consultancy services and their implications for marketing.

Explain the quality elements of engineering consultancy services.

Understand the issues concerning the quality, cost-benefit analysis of quality of engineering consultancy services.

Understand how engineering consultants are appointed by clients under international competitive bidding (ICB).

Define marketing of engineering consultancy services and explain why scientific marketing is essential for engineering consultancy firms.

Understand the client relationship, the people (engineer) factor, Internal marketing.

Formulate marketing mixes (8Ps) for engineering consultancy services

And much more!

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    All rights reserved. Printed in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. ©  2019  ASME
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