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Addis, B and Al-Ghamdi, M (1998) The role of technical marketing in effective utilization of quality management in consulting engineering firms. In: Hughes, W (Ed.), Proceedings 14th Annual ARCOM Conference, 9-11 September 1998, Reading, UK. Association of Researchers in Construction Management, Vol. 2, 615–23.
- Type: Conference Proceedings
- Keywords: consulting engineers; professional services; technical marketing; total quality management; value
- ISBN/ISSN: 0 9534161 0 0
- URL: http://www.arcom.ac.uk/-docs/proceedings/ar1998-615-623_Addis_and_Al-Ghamdi.pdf
The role of marketing in quality management, especially Total Quality Management in consulting engineering firms, is well established and growing. Too little attention, however, has been paid to the part played by technical marketing. The paper discusses how technical marketing can help consulting engineers develop a better understanding of their engineering skills and knowledge, and better convey the nature and benefits of their engineering services (their ‘products’) to technical and non-technical clients. The paper concludes that technical marketing can enhance quality management by helping to give clients better value for money and providing a clearer picture of the consultants’ work process.