The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, 2nd Edition

CHAPTER 42CONSULTING, TECHNOLOGY SERVICES AND OUTSOURCING: An Integrated Approach to Marketing and Communications

Roxanne TaylorChief Marketing and Communications OfficerAccenture

Jayme SilverstoneSenior Director, Marketing and CommunicationsAccenture

INTRODUCTION

The information technology (IT) professional services industry has changed dramatically over the past decade. In 2011, it is estimated to be a $672 billion global industry¹ with hundreds of competitors, ranging from niche consulting firms to full-scale, global information technology services providers. Not surprisingly, this explosive growth has created greater opportunities for the marketing and communications function within these companies—and tested the skills and capabilities of ...