Construction Marketing: Developing a Reference Framework
| Autor: | Hamid Davoudpour, Mahmood Mokhtariani, Mohammad Hassan Sebt |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2017 |
| Předmět: |
Engineering
Knowledge management Digital marketing business.industry 05 social sciences 0211 other engineering and technologies 02 engineering and technology Quantitative marketing research Marketing strategy Marketing mix Marketing science Marketing management lcsh:TA1-2040 021105 building & construction 0502 economics and business Marketing business Marketing research lcsh:Engineering (General). Civil engineering (General) Relationship marketing 050203 business & management Civil and Structural Engineering |
| Zdroj: | Advances in Civil Engineering, Vol 2017 (2017) |
| ISSN: | 1687-8094 1687-8086 |
| Popis: | Successful companies are strongly committed to marketing management. However, marketing is either misunderstood or completely neglected in many construction companies, mainly due to the difficulty of applying conventional marketing in the industry, accompanied by the lack of sufficient research on the nature of marketing and tailored marketing theories and strategies for the construction. This study attempts to fill a part of this gap by examining the nature of the construction industry from the marketing viewpoint and developing a comprehensive framework. A systematic investigation into the nature via a combination of Kotler’s product classification system and Lovelock’s classification criteria reveals that construction is an “industrial, project-based, and primarily service-oriented” (IPS) product with specific characteristics from the marketing perspective. Based on this nature, a reference framework for strategic marketing planning is developed through a literature review based on grounded theory and using the focus group discussion as a refinement tool. The framework indicates that construction companies are involved in and should plan for three working fields—project-based activities, relationship marketing, and marketing mix-related functions. The findings provide a fundamental basis that helps researchers and practitioners gain a true understanding of the concepts and scope of construction marketing and draw a clear and practical roadmap for future work. |
| Databáze: | OpenAIRE |
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