Who does the Marketing in the Race for Space?

This paper has been developed for æThe Race for SpaceÆ conference. It ranges over various aspects, all of which are within the umbrella of marketing. The question is posed because many engineers, tunnelling and other specialisations, frequently demonstrate an unwillingness to embrace marketing. The accurate reply is probably à ænot an engineer!Æ The paper identifies some of the possible explanations for this reply. The vast majority of the themes, ideas and principles are based on more than 25 years actual experience for the author with Engineers, Tunnelling and other disciplines. This experience has been gained with leading consulting engineering practices; some of the worldÆs largest construction contractors together with other organisations employing engineers in the public, private and tertiary sectors in the UK; US; Europe; the Middle East and throughout Australia and New Zealand. Experience has been gained in design offices; head offices and construction job sites in four contrasting continents. The most significant themes developed throughout this paper are as follows:æLetÆs go and do some ærealÆ work and leave the marketing to others!ÆæMarketing is just a æsoftÆ option and neither technically based nor true management!ÆNIMBY-ism (Not In My Back Yard) so leave well alone!Engineers regularly confuse services marketing -v- product marketing à a useful cop out, or a genuine cry for help?Marketing databasesæLetÆs get rid of the term æsellingÆ and replace it with the more acceptable à and less distracting for tunnelling engineers à 'marketingÆDistinction between benefits and features à in The Race for SpaceSales Comprehension Test, Benchmarking TestJack WelshÆs æmost difficult decision for a CEOÆHarvard Business ReviewÆs (HBRÆs) formula for performanceMany engineers are losing the balance in their lives Sustainable development and engineering æQuality work doesnÆt mean quality serviceÆMajor recommendationsRecommended references