Engineers are finally getting to grips with the fundamentals of marketing, according to a study by Warwick Business School.
With engineering courses now giving increased marketing training, engineers are starting to understand its importance in new product development, distribution and pricing, the study found.
Dr John Garside, principal fellow at industry research body Warwick Manufacturing Group, said engineers had a strong role to play in the entire business process.
`No longer can you sit in an office scribbling on bits of paper. Everyone involved in manufacturing needs to understand what their customers want,’ he said.
The study also suggests that marketing professionals have work to do on their own image, as engineers frequently used terms such as `car salesmen’ and `public school old boy types’ to describe them.