Research Article
Jan 1980
Marketing Analysis for A/E Firm
Publication: Issues in Engineering: Journal of Professional Activities
Volume 106, Issue 1
Abstract
The success of any office organization lies in its ability not only to execute projects in a high quality, profitable manner, but also to market its services and secure assignments. Experiences are shared relative to how a general and strategic marketing plan was developed for a design office, and how it was implemented, monitored and controlled. Areas covered are the broad concept of marketing and why write a plan; identifying strengths and weaknesses, action plans, goals, responsibilities, and performance. Experiences in costs of marketing at various fee levels are discussed as well as planning, budgeting, and monitoring of the marketing program, directed at improving the success ratio in securing assignments. The marketing plan is a dynamic tool that needs to be modified frequently to fit the needs of the times.
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Published In
Issues in Engineering: Journal of Professional Activities
Volume 106 • Issue 1 • January 1980
Pages: 11 - 19
Copyright
© 1980 American Society of Civil Engineers.
History
Published in print: Jan 1980
Published online: Feb 11, 2021
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Donald A. Dupies, M.ASCE
Assoc., Howard Needles Tammen & Bergendoff, Milwaukee, Wisc.
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Terms of Use: ASCE Library Cards are for individual, personal use only. Reselling, republishing, or forwarding the materials to libraries or reading rooms is prohibited.