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Marketing as a Part of Strategic Management of Consulting Companies

Author

Listed:
  • 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)

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.

Suggested Citation

  • Hanuláková Eva & Bečková Ina Kováčová, 2016. "Marketing as a Part of Strategic Management of Consulting Companies," Studia Commercialia Bratislavensia, Sciendo, vol. 9(35), pages 266-277, December.
    • Handle: RePEc:vrs:stcomb:v:9:y:2016:i:35:p:266-277:n:3
    DOI: 10.1515/stcb-2016-0026
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    More about this item

    Keywords

    Marketing; strategic management; consulting company; professional company;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services

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