This document provides an overview of management consulting. It discusses how consulting firms build and maintain their reputation through various assets like knowledge, expertise, and networks. It also outlines the evolution of the industry from scientific management to information and communication. The document then examines why marketing is important for consulting firms to establish relationships with clients and get new business. It analyzes different marketing techniques used over time, from proprietary approaches to advertising and relationship building.

1. MANAGEMENT CONSULTING AN OVERVIEW Matthias Kipping Schulich School of Business Toronto, Canada

4. How it evolved Dominant Client Firm Type Period Dominance Prominent Consultancies Scientific Management Production Unit 1900s-80s 1930s-50s Emerson, Bedaux, Big 4, Maynard , Strategy & Structure Co rporation (M-form) 1930s-?? 1960s-80s BAH, McKinsey , ATK , ADL, BCG Information & Communication Network Organisation 1950s-?? 1990s-?? IBM, Accenture , Capgemini , EDS/HP