Construction Marketing: Developing a Reference Framework
Joint Authors
Mokhtariani, Mahmood
Sebt, Mohammad Hassan
Davoudpour, Hamid
Source
Issue
Vol. 2017, Issue 2017 (31 Dec. 2017), pp.1-14, 14 p.
Publisher
Hindawi Publishing Corporation
Publication Date
2017-08-23
Country of Publication
Egypt
No. of Pages
14
Main Subjects
Abstract 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.
American Psychological Association (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
Modern Language Association (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
American Medical Association (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
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-1121351