Managing the marketing of engineering services: An engineering manager's perception of marketing

Marketing is generally regarded as an organization's focus on selling or promoting its goods and services. Engineering and Technical organizations often fail to understand the unique characteristics of their services that affect not only the project they want to sell, but also the customer-client relationship they are striving to cultivate (Peter and Donnelly, 1997). This paper is intended to discuss the effects of the engineering manager's perception of marketing on project initiation, planning and success.