Менеджмент консалтинговой организацией: особенности маркетинга и PR

Abstract

Taking into account the exciting growth of consulting industry throughout the world in recent years (Ukraine including) as well as rapid increase of competition in the sphere of intangible services the authors attempt to analyze the unique challenges for marketing and communications facing the professional consulting companies and firms. They emphasize that their goals can be met only through a strategic, integrated approach to marketing and PR communications. To be effective such an approach must support and reflect the consulting organizations overall mission and goals, consistent branding and positioning strategies, and also relevant marketing tactics that include: effective message development, internal communication programs, image advertising, media relations/external communications, and group oriented special events and activities.