Marketing Construction Business: Problems, Prospects and Strategies
AbstractMany construction enterprises still often fail to realize that marketing entails more than just playing with few isolated promotional tools, such as distributing brochures, advertising, promotional videos, which they often employ without following a structured marketing plan formulated in line with the organization’s aims and objectives. Such ad hoc approach to marketing in the construction industry has resulted in an uphill struggle with little to no success. This paper identifies the problems that has led to the ad hoc approach to marketing in the construction industry and examines the prospects for improving the situation. It discusses the strategies to be adopted to improve the effectiveness of implementing marketing in the management of construction business. The study adopts descriptive research design and the use of literature review as a method to identify, summarize and synthesize extant literature on construction marketing to show why the need exist for marketing in the management of construction business. The paper finds that gaps exist in existing construction marketing research knowledge in general and Ghana in particular. There is the need for scientific research which focuses on development of frameworks or models to guide the marketing of construction businesses in developing countries. Construction enterprise owners, construction marketing/management researchers, construction education curriculum developers and managers of construction business organizations will find this paper useful. Future research work must focus on developing construction industry specific frameworks or models to guide the marketing of construction businesses.