Marketing of Construction Services

Abstract

Observations in the industry and a recent survey indicate that construction companies are anxious to improve their marketing activities. Literature regarding industrial marketing of consumer products is quite abundant, but has limited use in the construction industry. On the other hand, most of the few published works regarding marketing in the construction industry concentrate on design services as opposed to construction services. This paper discusses marketing principles and practices that could be applied by construction contractors. It reports on an exploratory survey of marketing executives employed by the