Authors:
- Focuses on the principles of successful marketing
Shows how the application of these principles can produce a successful marketing strategy
Covers a comprehensive range of topics
Part of the book series: Building and Surveying Series (BASS)
This is a preview of subscription content, log in via an institution to check for access.
Table of contents (9 chapters)
-
Front Matter
-
Back Matter
About this book
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.
Authors and Affiliations
-
University College London, UK
Richard Pettinger
About the author
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).
Bibliographic Information
Book Title: Construction Marketing
Book Subtitle: Strategies for Success
Authors: Richard Pettinger
Series Title: Building and Surveying Series
DOI: https://doi.org/10.1007/978-1-349-14458-7
Publisher: Red Globe Press London
eBook Packages: Engineering, Engineering (R0)
Copyright Information: Richard Pettinger and Rebecca Frith 1998
Softcover ISBN: 978-0-333-69278-3Due: 29 May 1998
Edition Number: 1
Number of Pages: XIII, 264
Additional Information: Previously published under the imprint Palgrave
Topics: Construction Management
Industry Sectors: Engineering