Marketing Perspectives for the 1990s


  • W.J. Pierro

    1. W.J. Pierro has been a geologist with CA RICH Consultants for the past three years (404 Glen Cove Ave., Sea Cliff, NY 11579). He earned his B.S. degree in geology from Southampton College of Long Island University and has recently completed his MBA degree at Hofstra University in Hempstead, New York.
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A recent survey sent to 500 environmental consulting firms across the United States has helped document specific promotional vehicles used within the environmental consulting industry, as well as highlighted a wide spectrum of attitudes toward adopting a formalized marketing function within a technically oriented firm. The population of study, from which a 22 percent response rate was received, consisted of scientific, engineering, and combination firms providing hydrogeologic, environmental assessment, natural resource, and hazardous waste management services. The study, conducted for a master's thesis in business administration, was supported in part by Hofstra University of Hempstead, New York.

The study indicated that consultants' resistance toward professional services marketing was directly proportional to the amount of referral work they received; that environmental consultants promote themselves significantly more often through commercial rather than non-commercial vehicles; and that scientific firms were significantly more resistant to adopting a marketing function than engineering or combination scientific/engineering firms.