Marketing Construction Services

摘要

Marketing and business development have become major responsibilities for construction companies. To be successful in today's competitive markets, contractors must evolve into customer-oriented, relationship-driven companies. To investigate construction marketing in the Pacific Northwest, a study was undertaken to analyze the marketing activities of contractors, to determine the size of typical marketing staffs, and to determine the most useful marketing tools and techniques. Structured focus groups were organized with marketing professionals to address a series of questions provided in advance to each participant. Major findings were that construction marketing is becoming more sophisticated and more professional marketing people are involved. Construction is becoming specialized, and owners more demanding. The focus of marketing activities is shifting to building relationships between clients and construction project managers and superintendents. Clients today purchase service from people―ot firms.