Preece, C N and Khalil, I I M (2000) Preliminary research into internal marketing as a strategic business philosophy in construction contracting. Journal of Construction Research, 1(1), pp. 9-17. ISSN 1609-9451
Abstract
Internal marketing is a topic that has received little attention in construction by academics and practitioners alike. This paper, first, provides a theoretical outline of internal marketing focusing specifically on service sectors, second, defines the subject in the context of organizations operating in the highly competitive market environment of construction and third, presents the outcome of preliminary research with major contractors. The research has confirmed that a significant barrier to the successful implementation of internal marketing as a strategic philosophy is the construction industry business culture. The authors argues that unless there is a greater understanding of the internal marketing philosophy, and an appreciation of the need to integrate marketing with human resource practices, contractors will not be able to develop and sustain service strategies that satisfy their external clients.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | internal marketing; construction; contractors; strategic marketing |
| Index terms: | construction industry, implementation, marketing, strategy, philosophy, business culture, human resource, practitioner |
| Subjects: | practitioner, contractual arrangements, management, sociology, philosophical studies, industry analysis, business |
| Topics: | Human Resources, Organizational Design, Business Strategy, Research Practice, Roles and Professions, Procurement |
| Descriptive scope: | 3 PCT |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here