NEW CHALLENGES IN MARKETING OF CONSULTING BUSINESS

Cristina Dacu (), Diana Udroiu () and Florentina Varban ()
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Cristina Dacu: Faculty of Administration and Business, Bucharest, Romania
Diana Udroiu: Faculty of Administration and Business, Bucharest, Romania
Florentina Varban: Faculty of Administration and Business, Bucharest, Romania

HOLISTICA Journal of Business and Public Administration, 2011, vol. 2, issue 2, 58-70

Abstract: Paper purpose – The main purpose of this paper is to illustrate the greatest challenges in marketing that a consultant now needs to face and overcome in order to stay on the market. Approach/method – The approach used is the systematic gathering, recording, and analysis of the data we could find about issues relating to marketing of consulting business nowadays. Findings – What we’ve discovered is that the old saying, “You can’t get fired for hiring IBM” just isn’t valid anymore. These days, clients choose the best consultants, not the best-known ones. Today’s clients seek talent, not firm names. The competition for new work is not between firms, but between people and their ideas. Originality/value – Although this subject may have been discussed or analyzed before, we consider that our research brings a new perspective to the issue and can be useful to any person who is interested in finding out what are the new challenges in marketing of consulting business and how to overcome them.

Keywords: consulting; consultant; challenges; marketing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:urn:urnste:v:2:y:2011:i:2:p:58-70

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