By Scanlon, Brian
This ebook presents directions on what may still represent advertising and marketing in an engineering surroundings and the way its a variety of points should be tackled from a realistic perspective. it truly is really correct to these desiring to positions often administration and fills a tremendous hole within the education engineers
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Extra resources for Marketing of Engineering Services
Interactive needs Ready availability of information on demand is of prime practical importance. However, this can cut across the principle of never allowing information to be passed without first understanding the demand, then undertaking responsibility to draw a conclusion, and finally presenting the information in a way that will aid action or decision-making. The dilemma can be resolved by adopting the following practice. Before a decision is taken or a course of action committed, there should be a briefing session which draws on all the available intelligence.
41 MARKETING OF ENGINEERING SERVICES A practical way around this problem is simply to set aside an acceptable sum of money and merely monitor whether in qualitative terms a campaign was perceived to have given value for money. Research Some quantification is possible in advertising. Provided proper preparations are made, it is possible to measure shifts in awareness and knowledge over time as a result of advertising campaigns. Before any campaign starts a research programme should be undertaken to meet the following objectives: o o to establish what the prevailing perception of an organization is amongst the target audience to establish where perceptions need to be changed and the extent of the change needed to meet the marketplace projection that is being sought.
This image can be far removed from reality when the presentational style, the projection and the language used to support it are inappropriate. A new profession has grown up around the need to create corporate identities and image. All organizations need to attend to image if they are to compete in world markets; it cannot be left to chance. A suitable projection should create truthful impression of: o o o o the the the the scope of activities management style of the organization successes of the organization standing of the organization in the business community.
Marketing of Engineering Services by Scanlon, Brian