How did Big4, and MBB, or any Management Consulting Firm market themselves to get clients?
I do not mean how you are marketing now, but what are the marketing activities and assets that companies worked on in the first period?

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@OP, they didn't do marketing back in the day. It was all relationships and word of mouth. To publicize yourselves (or the work you were doing for clients) was frowned upon.

If we're talking early days of consulting (before it became known as management/strategy consulting), each firm had a specific set of services it specialized. And senior leaders in the orgs "owned" client relationships (eg, when Bill Bain left BCG to start Bain, he took a bunch of people and his rolodex with him... etc).

The modern era of marketing and consultancies is more so 90s and beyond--back when Anderson was a thing etc.

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Management consulting is about expertise. It follows a very strong advisor / expert relationship channel.

likeupliftinghelpful

Generalist > Learn Expertise > Support

Specialist > Sell Expertise > Partnership

Right?

That’s a bit of a reduction and a huge shortcut I agree.
I was bolder, I have replaced “Do” by “Learn” but it remains true at all levels even if it’s kind of an 80/20 truth.

upliftingsmart

Don’t understand the question. Can you give an example?

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I was mean, What Marketing methods do they use and how?

You are asking about the Marketing approaches??

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Exactly

Intuitu personae.

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