MARKETING'S ROLE IN CONSTRUCTION FIRMS

Construction firms that survive and prosper in the more competitive and dynamic market now developing will need more effective marketing practices to supplement innovative construction management, and to continuously adapt their outputs of construction services to changing customer needs. The seller's market for construction services is being replaced by a buyer's market in which customers are more discriminating about the services they purchase and the firms that perform them. Now management must focus on customers' needs, and developed service capabilities for selected customers plus communications and pricing strategies that are mutually beneficial. This marketing planning process is enhanced if management perceives its firm as a marketing system in which the firm inputs knowledge about changing environmental factors and market needs as a basis for making strategic marketing mix decisions that adapt the firm's service outputs to dynamic market forces. /ASCE/

• Corporate Authors:

  American Society of Civil Engineers

  345 East 47th Street
  New York, NY  United States  10017-2398
• Authors:
  • Bessom, R M
• Publication Date: 1975-9

Media Info

• Features: Figures; References;
• Pagination: p. 647-659
• Serial:
  • Journal of the Construction Division
  • Volume: 101
  • Issue Number: CO3

Subject/Index Terms

• TRT Terms: Construction industry; Management; Marketing; Planning; Prices
• Subject Areas: Administration and Management; Construction; Highways; Planning and Forecasting;

Filing Info

• Accession Number: 00126137
• Record Type: Publication
• Report/Paper Numbers: ASCE #11592 Proceeding
• Files: TRIS
• Created Date: Oct 18 1975 12:00AM