Chapter 42: Consulting, Technology Services and Outsourcing: Getting a Second Opinion
The IT professional services industry has grown tremendously in the last ten years. It offers consulting, technology services and outsourcing. Recently, the industry has had to contend with new entrants, more sophisticated buyers, globalization, geopolitical and economic turmoil, new sources of talent, new technology and new ways to deliver services to clients. IT professionals must reach all possible stakeholders including customers, employees, the media, analysts, suppliers and government officials. Accenture was an early adopter of integrated marketing, and the company continues to follow an integrated marketing model that aligns all of its image development, market development and business development activities to focus on the individual client or prospect. The Marketing and Sales Lifecycle is explained. There is a thorough explanation of brand positioning, image development, market development, business development, and measurement. The case is the rebranding case of Andersen Consulting becoming Accenture.
Roxanne Taylor Biography