| Abstract: | This book offers practical guidelines for the development and implementation of the effective marketing plan for engineering consulting firms of any size or configuration, particularly those in the architecture/engineering (A/E) consulting industry. Gladden and Olitt use actual examples and cae histories to relates theory to rpactical application. A sample fiscal year marketing plan is provided, as are detailed discussions of effective selling techniques, direct and indirect marketing, sales roles and responsibilities, ways to identify sales-oriented professionals already in a firm, marketing research, and the budgeting process. Strategy and action plan worksheets and target account ranking worksheets are provided as well. With this book, architects/engineers, project managers, and consultants in small, medium, or large firms will be able to develop a marketing plan to fit their company's needs. |
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