Marketing as a Part of Strategic Management of Consulting Companies

Hanuláková Eva () and Bečková Ina Kováčová ()
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Hanuláková Eva: prof. Ing. Eva Hanuláková, PhD.; University of Economics, Faculty of Commerce, Department of Marketing, Dolnozemská cesta 1, 852 01 Bratislava
Bečková Ina Kováčová: Ing. Ina Kováčová Bečková; Accounting ATLAS s. r. o., Apollo Business Center II., block E, Prievozská 4D, 821 09 Bratislava

Studia Commercialia Bratislavensia, 2016, vol. 9, issue 35, 266-277

Abstract: Consulting companies in order to be successful and to provide services at high professional level inevitably need clear strategy. They must have an established vision, following up on strategy that forms their way of development. Continuously changing area, strong competition, growing demands by the clients for professionally provided services with additional value and new technology represent key features that evoke necessity of use of marketing at the activity of consulting companies. At consulting companies, the marketing system has its particulars that are typical for consulting companies. The mentioned particulars regard mainly marketing mixture and the position of consultant.

Keywords: Marketing; strategic management; consulting company; professional company (search for similar items in EconPapers)
JEL-codes: L84 M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:stcomb:v:9:y:2016:i:35:p:266-277:n:3

DOI: 10.1515/stcb-2016-0026

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