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Lansley, P R and Quince, T (1981) Organizational responses to a major recession. Construction Papers, 1(02), 5–16.
Russo, J G (1981) Construction marketing in the USA: a viable system for success and control. Construction Papers, 1(02), 29–35.
- Type: Journal Article
- Keywords: marketing; construction industry; system
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- 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.