THE APPLICATION OF MARKETING STRATEGY IN MANAGEMENT CONSULTING SERVICES A STUDY OF NEW IDEA MANAGEMENT CONSULTANTS COMPANY LTD.
THE APPLICATION OF MARKETING STRATEGY IN MANAGEMENT CONSULTING SERVICES A STUDY OF NEW IDEA MANAGEMENT CONSULTANTS COMPANY LTD.
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Date
1997-07
Authors
OZIG1S, ABDULSALAM AKANDE
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Abstract
This study has been aptly entitled "The Application of Marketing Strategy in Management
Consulting Services" The setting for the purpose of this study is based on the case of New Idea
Management Consultants Company Limited Kaduna, Nigeria.
The role of management in marketing is to employ an assortment of marketing variable to craft an
effective marketing strategy to actualize the objectives of the firm. The aim of all business
enterprise's strategy is to evolve a path finder that deals with the opportunities in both real
(actual) and assumed (probable) situations; hence for an efficient resource converting enterprise
organization, the marketing functions must of necessity be guided and operated base on the
millieu of marketing strategy.
The global challenge faced in management consulting are basically two fold. It is about the
development of professional competence and the marketing of the management consulting
services. More often than not, the latter problem is either not given consideration or the former is
given an overwhelming consideration at the expense of the later. Thus the challenge faced by
management consultants in the effective and efficient marketing of their services become an
obvious interest as a research problem.
Data collection for the study was centre around exploratory and descriptive research. The
instrument/material for data collection include management questionnaire and interview,
documentary and observation. The results from the analysis of collected data indicated that the
firm believe in the imperative of marketing philosophy and the specific way and manner by which
the firm apply marketing strategy in its management consulting services is pervasive and
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integrated marketing process has been put in place by the firm as a carrier form for the effective
management of the marketing mix elements.
Future study will undoubtedly have to focus on the marketing strategy audit system operation;
And advertisement which remain the only promotional tool that has not been fully explored by
management consulting firms and comparative studies of firm's application of marketing strategy
to management consulting services.
Description
A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL OF AHMADU
BELLO UNIVERSITY, ZARIA - NIGERIA, IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
DEPARTMENT: BUSINESS ADMINISTRATION
FACULTY/INSTITUTE: ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA - NIGERIA.
Keywords
APPLICATION,, MARKETING STRATEGY,, MANAGEMENT,, CONSULTING SERVICES,, NEW IDEA,, MANAGEMENT CONSULTANTS COMPANY LTD