Current Marketing Strategies Used By Romanian Management Consulting Companies

The most important challenge for management consulting company is generated by the environment in which it operates, considering that the market for consulting services has diversified so much, is changing so fast and the competition is so high that it is not possible that all things remain the same. No matter how strong would be the sole competence for which the consulting firm can hold at one time, and which generates competitive advantage becomes legitimate the question: "For how long will be maintained this competitive advantage, what can be done to maintain and improve it as a long term?". Therefore, to provide viable and useful benefits to customers, consultancy firms are obliged to be constantly updated with new economic and social trends, to anticipate changes that may affect the business of customers and provide those consultancy services to ensure a high level of business performance in the context of a complex, competitive and highly dynamic environment. The strategic decisions on the level of a consulting firm are the ones that will have a significant impact on the shape and profile of this, both in terms of professional and business activity. It is essential that a strategic alternative chosen by the management of the consulting firm to be translated into operational and marketing decisions. Whether it is about new customers, new services or new approaches for improving the quality of services or changes concerning the company's image, are all strategic changes that require changes at the operational level and, very importantly, the level marketing activity. Considering these aspects, this paper aims to identify and highlight a number of strategic marketing direction to ensure not only the survival on the market of management consulting firms in Romania, but also the differentiation, attracting and customers retention. Creating strong market relationships with beneficiary undertakings, efficiency of client-consultant relationship, increasing the customer loyalty and implementing a process of interactive marketing are just some of the strategic marketing recommendations formulated in this paper.