Construction Marketing: Strategies for Success

ISBN-13: 9780333692783 / Angielski / Miękka / 1998 / 264 str.

Pettinger Richard

Opis

A guide to the marketing of the construction industry. The text aims to both identify and analyze the main principles of marketing and then apply these to the different parts of the industry, its activities and the professions that operate within it. Case studies are also included.

Spis treści

Preface.- Acknowledgements.- Introduction.- Customers, Consumers and Clients.- Strategy.- Price.- Product.- Place.- Promotion.- Information.- Conclusion: the Future of Marketing in the Construction Industry.- Bibliography.- Index.

O autorze

RICHARD PETTINGER is the course tutor of the BSc Construction Management Course at the Faculty of the Built Environment, The Bartlett School of Architecture, Building, Town & Country Planning, University College London.
He also works as a management, business and marketing consultant for a wide range of clients in both the public and private sectors. He has written a number of other books, including the following for Macmillan: Introduction to Management (2nd Ed 1996), Introduction to Organisational Behaviour (1996) and Introduction to Corporate Strategy (1996).

Blurb

This book covers the whole range of marketing principles, skills and knowledge that the modern construction manager - from whatever discipline or profession within the industry - requires to generate effective and profitable business. While aimed primarily at students in the later years of degree, diploma and professional courses, it will also appeal to students in related disciplines and those following postgraduate and post-qualification courses.

The approach underlines the importance of adopting a proactive attitude towards the marketing of a company's services in the construction industry. It reflects the reality of the transformation that has taken place over the past twenty years where there has been a shift from a highly protected domestic industry to an unprotected global industry.

The already huge and increasing pool of expertise in the field means that there is much greater choice available to clients and and potential clients. The choice of contractor is therefore going to be made increasingly on the basis of factors other than pure expertise. Therein lies the importance of marketing. Factors such as price, quality, value, volume, time, client satisfaction and confidence all come into play - and these are presented and differentiated through marketing.

The book covers all the principles of marketing, including strategy, marketing campaigns, product and service, price, promotion, access and research. It also deals with client perceptions, confidence, expectations and understanding. The critical question of operating in a fully globalised industry is also addressed.