Russo, J G (1981) Construction marketing in the USA: A viable system for success and control. Construction Papers, 1(2), pp. 29-35. ISSN 0144-8587
Abstract
While marketing has been an important part of doing business for most industries for centuries, in the construction industry this has not been the case. There have been several major changes affecting construction in recent years, however, that make successful operation of construction companies more difficult. The industry's responses to these changes have been diverse, but the response that has shown the greatest potential impact is the implementation of formal marketing systems. Construction has been slow over the years in adopting good and formal marketing systems. Competitive bidding (tendering), age and size of construction companies, and lack of understanding of marketing techniques have contributed heavily to this failure to apply marketing systems. Understanding the five major areas critical for application of a complete marketing system for construction firms can be the first step toward a more successful and controlled construction operation.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | marketing; system |
| Index terms: | construction company, construction firm, competitive bidding, construction marketing, construction operation, implementation, construction industry, marketing |
| Subjects: | business, industry analysis, organization, bidding, construction operations, contractual arrangements |
| Topics: | Procurement, Research Practice, Business Strategy, Site Management |
| 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