Construction Marketing: Developing a Reference Framework
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 t...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Wiley
2017-01-01
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| Series: | Advances in Civil Engineering |
| Online Access: | http://dx.doi.org/10.1155/2017/7548905 |
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| _version_ | 1832565200747757568 |
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| author | Mahmood Mokhtariani Mohammad Hassan Sebt Hamid Davoudpour |
| author_facet | Mahmood Mokhtariani Mohammad Hassan Sebt Hamid Davoudpour |
| author_sort | Mahmood Mokhtariani |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-c430fa33bafb409d82e71aa7ecde1295 |
| institution | Kabale University |
| issn | 1687-8086 1687-8094 |
| language | English |
| publishDate | 2017-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Advances in Civil Engineering |
| spelling | doaj-art-c430fa33bafb409d82e71aa7ecde12952025-02-03T01:09:02ZengWileyAdvances in Civil Engineering1687-80861687-80942017-01-01201710.1155/2017/75489057548905Construction Marketing: Developing a Reference FrameworkMahmood Mokhtariani0Mohammad Hassan Sebt1Hamid Davoudpour2Department of Civil & Environmental Engineering, Amirkabir University of Technology, Tehran 15875-4413, IranDepartment of Civil & Environmental Engineering, Amirkabir University of Technology, Tehran 15875-4413, IranDepartment of Industrial Engineering & Management Systems, Amirkabir University of Technology, Tehran 15875-4413, IranSuccessful 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.http://dx.doi.org/10.1155/2017/7548905 |
| spellingShingle | Mahmood Mokhtariani Mohammad Hassan Sebt Hamid Davoudpour Construction Marketing: Developing a Reference Framework Advances in Civil Engineering |
| title | Construction Marketing: Developing a Reference Framework |
| title_full | Construction Marketing: Developing a Reference Framework |
| title_fullStr | Construction Marketing: Developing a Reference Framework |
| title_full_unstemmed | Construction Marketing: Developing a Reference Framework |
| title_short | Construction Marketing: Developing a Reference Framework |
| title_sort | construction marketing developing a reference framework |
| url | http://dx.doi.org/10.1155/2017/7548905 |
| work_keys_str_mv | AT mahmoodmokhtariani constructionmarketingdevelopingareferenceframework AT mohammadhassansebt constructionmarketingdevelopingareferenceframework AT hamiddavoudpour constructionmarketingdevelopingareferenceframework |