Construction Marketing: Developing a Reference Framework

Abstract

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.

Design of Flexible Structural System for Building Customization

“…Diaphanous volume: DV (axes X, Y, and Z) � DV (6000 mm × 4800 mm × 3000 mm) � 86.42 m 3 Wall frames: (3(F18M) + 1(F6M)) × 2 (parallels to the XZ plane). Beam frames: 5(F48M) (parallels to the YZ plane)…”

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Multi-Criteria Decision Making of Contractor Selection in Mass Rapid Transit Station Development Using Bayesian Fuzzy Prospect Model

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