An exploratory study of marketing orientation in the UK consulting engineering profession

Robert E. Morgan and Neil A. Morgan

This paper details the results of an empirical study into the role of marketing in consulting engineering service firms in the UK. These data indicate that the marketing function is generally accepted as a 'legitimate' management activity. Nevertheless, upon further analysis, it is revealed that the 'trappings' of marketing prevail, where firms have failed to address their substantive marketing capabilities. This provides a major concern within the developing competitive climate, in that firms are neglecting the market-led orientation that is fundamental to the implementation of the marketing concept.