MARKETING PRACTICES OF PROFESSIONAL ENGINEERING CONSULTING FIRMS: IMPLEMENT OR NOT TO IMPLEMENT?

This article explores the necessity of applying marketing practices by engineering consulting firms that serve the construction industry. Most construction professionals perceive marketing as an unimportant management function. The present study provides support to similar previous studies conducted in other countries which found marketing is more 'trappings' rather than 'substance'. Stiff competition drives civil and structural engineering (C&S) firms in Malaysia to suit their marketing practices in ensuring survival. In relation to this, company profile or characteristics such as firm organization, operational structure and nature of environment help providing an explanation on the readiness of these firms to fully implement marketing practices. The results also suggest that these firms use minimal marketing with the professional image projected by the directors or principals as playing an important role.