Construction Marketing: Developing a Reference Framework
المؤلفون المشاركون
Mokhtariani, Mahmood
Sebt, Mohammad Hassan
Davoudpour, Hamid
المصدر
العدد
المجلد 2017، العدد 2017 (31 ديسمبر/كانون الأول 2017)، ص ص. 1-14، 14ص.
الناشر
Hindawi Publishing Corporation
تاريخ النشر
2017-08-23
دولة النشر
مصر
عدد الصفحات
14
التخصصات الرئيسية
الملخص EN
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.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Mokhtariani, Mahmood& Sebt, Mohammad Hassan& Davoudpour, Hamid. 2017. Construction Marketing: Developing a Reference Framework. Advances in Civil Engineering،Vol. 2017, no. 2017, pp.1-14.
https://search.emarefa.net/detail/BIM-1121351
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Mokhtariani, Mahmood…[et al.]. Construction Marketing: Developing a Reference Framework. Advances in Civil Engineering No. 2017 (2017), pp.1-14.
https://search.emarefa.net/detail/BIM-1121351
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Mokhtariani, Mahmood& Sebt, Mohammad Hassan& Davoudpour, Hamid. Construction Marketing: Developing a Reference Framework. Advances in Civil Engineering. 2017. Vol. 2017, no. 2017, pp.1-14.
https://search.emarefa.net/detail/BIM-1121351
نوع البيانات
مقالات
لغة النص
الإنجليزية
الملاحظات
Includes bibliographical references
رقم السجل
BIM-1121351
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر