Partho Pratim Chatterjee / Pradeep Kumar Chatterjee
Marketing of Engineering Consultancy Services:A Global PerspectivePradeep Kumar Chatterjee and Partho Pratim ChatterjeeMarketing of Engineering Consultancy Services has always been a complex andmulti-disciplinary subject, more so in a world of interconnected economies. Thecross-border sourcing of services as an integral part of the global value chaingained momentum with enhanced economic globalization. We are in the cusp ofthe creative disruption of Industrial Revolution 4.0 (IR 4.0), where technology is setto change the way we live and work. This technology disruption is spearheadedby Artificial Intelligence (AI), Internet of Things (IoT), and Machine Learning.As the global economy and society undergoes a tectonic shift to post-industrialinformation society with knowledge capital as its new resource, marketing ofservices is concurrently experiencing a paradigm shift. This book is a uniqueblend of the authors’ decades of experience in the engineering consultancyservice industry, combined with scholarly and academic excellence.With this book, readers should be able to:• Understand engineering consultancy services and the market paradigms froma global perspective.• Understand the unique features of engineering consultancy services and theirimplications for marketing.• Explain the quality elements of engineering consultancy services.• Understand the issues concerning the quality, cost-benefit analysis of qualityof engineering consultancy services.• Understand how engineering consultants are appointed by clients underinternational competitive bidding (ICB).• Define marketing of engineering consultancy services and explain whyscientific marketing is essential for engineering consultancy firms.• Understand the client relationship, the people (engineer) factor, Internalmarketing.• Formulate marketing mixes (8Ps) for engineering consultancy services• And much more! 3
