Marketing for Engineers

When asking people to mention a word that they associate with marketing, they will most certainly mention advertising or selling. The scope of the marketing team in an engineering project is often limited to promoting and selling the product or service that the engineers create. The reach of marketing is, however, broader than communicating with potential and existing customers.

Engineering and marketing are not as far apart as might seem. In 1969, marketing guru Philip Kotler and his colleague Levy wrote a seminal article about the essence of marketing. Marketing, they wrote, is “customer satisfaction engineering”. Both marketing and engineering are processes to achieve an objective. Marketing and engineering can work together to not only provide technical excellence but also to meet the needs of customers.

This series of articles explores various topic about using marketing theory in engineering, with specific reference to managing water utilities.

Marketing and engineers are very different activities. This introduction to marketing for engineers shows the relationships between these two disciplines.
Marketing for Engineers: Engineering Customer Satisfaction
Marketing and engineers are very different activities. This introduction to marketing for engineers shows the relationships between these two disciplines.
Marketing
The Insights as a Service model helps data scientists create value with data using the principles of marketing services.
A Brief Guide to Providing Insights as a Service
The Insights as a Service model helps data scientists create value with data using the principles of marketing services.
Data Science Marketing
Consumer involvement measures how much customers care. This article explains measuring the Personal Involvement Inventory using factor analysis in R.
Factor Analysis in R: Measuring Consumer Involvement
Consumer involvement measures how much customers care. This article explains measuring the Personal Involvement Inventory using factor analysis in R.
Data Science Marketing
Hydroinformatics RStats Invisible Water Utility
This article explains how to undertake Call Centre Workforce Planning using Erlang C in R, plus a Monte Carlo simulation to manage uncertainty.
Call Centre Workforce Planning Using Erlang C in R language
This article explains how to undertake Call Centre Workforce Planning using Erlang C in R, plus a Monte Carlo simulation to manage uncertainty.
Data Science Marketing
Hydroinformatics RStats
This article describes how to scrape a website to analyse 72 definitions of marketing using the Rvest and Tidytext packages in the R language.
Analyse Definitions of Marketing with Rvest and Tidytext
This article describes how to scrape a website to analyse 72 definitions of marketing using the Rvest and Tidytext packages in the R language.
Data Science Marketing
RStats Digital Humanities
Balanced centricity goes beyond customer centricity places organisations within the context of their society and natural environment.
Towards Balanced Centricity: Moving Beyond Customer Focus
Balanced centricity goes beyond customer centricity places organisations within the context of their society and natural environment.
Marketing
Invisible Water Utility
Research into water quality perceptions and how it relates to consumer involvement in tap water services.
Service Quality Perception in Tap Water
Research into water quality perceptions and how it relates to consumer involvement in tap water services.
Marketing
Invisible Water Utility
Tap water is an undifferentiated and unbraded commodity service and the utility is invisible. How do you implement water utility branding?
Water Utility Branding: What is your Utility's Personality?
Tap water is an undifferentiated and unbraded commodity service and the utility is invisible. How do you implement water utility branding?
Marketing
Invisible Water Utility