Marketing Professional Services in Asia

Abstract

Increasing competition and a global economy are forcing engineering professionals in small and medium businesses to market their skills further from home. However, the marketing dollars available to locate and attract new business are shrinking. Therefore, firms must ensure that each marketing dollar is fully utilized and provides the best return to the company. International and especially Asian markets have attracted considerable attention. However, developing new business in this region can be a significant challenge. Before embarking on a concerted market in effort in Asia, firms should devise a formal business plan which targets a specific country and specifies the service to be offered. This paper provides some useful pointers that could help the small and medium business manager save thousands of dollars in misdirected travel and labor costs, and initiatate a successful international marketing program.