The purpose of the paper is to investigate if management consulting firms carry out marketing and communication activities as well as how they relate to customers. The study is based on the results of surveys carried out through an online questionnaire. The sample under investigation is represented by 914 consulting firms located in central Italy. Results show that 53% of the sample carry out marketing activities and 62% of the sample the communication activities, mainly thorough the web site and social media, participating to events also as a speaker at conferences. The contribution provides some managerial implications that could be particularly useful for service providers with high knowledge content such as to adopt a systematic and strategic approach to communication, developing a complete and integrated digital communication strategy as well as rethink its business model in order to achieve it; to organize events on topics of major interest (also in collaboration with organizations, trade associations or other consultants). There are no previous studies that provide insight into the marketing and communication of professional services in today’s dynamic and changing economic environment.

Marketing practices and management consulting firms: an empirical analysis

Linda Gabbianelli;Tonino Pencarelli
2019

Abstract

The purpose of the paper is to investigate if management consulting firms carry out marketing and communication activities as well as how they relate to customers. The study is based on the results of surveys carried out through an online questionnaire. The sample under investigation is represented by 914 consulting firms located in central Italy. Results show that 53% of the sample carry out marketing activities and 62% of the sample the communication activities, mainly thorough the web site and social media, participating to events also as a speaker at conferences. The contribution provides some managerial implications that could be particularly useful for service providers with high knowledge content such as to adopt a systematic and strategic approach to communication, developing a complete and integrated digital communication strategy as well as rethink its business model in order to achieve it; to organize events on topics of major interest (also in collaboration with organizations, trade associations or other consultants). There are no previous studies that provide insight into the marketing and communication of professional services in today’s dynamic and changing economic environment.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11576/2670680
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