A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Relationship Marketing: Providing Opportunities and Benefits for the Construction Industry
Innovation and new knowledge often comes from an insight into associated areas of research or industry; relationship marketing has its roots in business and many industries have adopted a relationship approach to solicit work. An insight into marketing and in particular relationship marketing explains how construction firms can benefit from this approach in the medium and long term. A review of transactional marketing and relationship marketing is provided showing benefits that accrue to construction from a relationship approach through the project life cycle. Following this, a comparison is made between relationship marketing and alliance procurement that links the two. The research finds that whilst an alliance has many attributes that will provide a successful project outcome a relationship approach will enhance procurement in many ways. In seeking to provide an understanding between the project participants’ relationship marketing enhances a long-term customer focus and assists in the attainment of organisational achievement.
Relationship Marketing: Providing Opportunities and Benefits for the Construction Industry
Innovation and new knowledge often comes from an insight into associated areas of research or industry; relationship marketing has its roots in business and many industries have adopted a relationship approach to solicit work. An insight into marketing and in particular relationship marketing explains how construction firms can benefit from this approach in the medium and long term. A review of transactional marketing and relationship marketing is provided showing benefits that accrue to construction from a relationship approach through the project life cycle. Following this, a comparison is made between relationship marketing and alliance procurement that links the two. The research finds that whilst an alliance has many attributes that will provide a successful project outcome a relationship approach will enhance procurement in many ways. In seeking to provide an understanding between the project participants’ relationship marketing enhances a long-term customer focus and assists in the attainment of organisational achievement.
Relationship Marketing: Providing Opportunities and Benefits for the Construction Industry
Davis, Peter R. (author) / Walker, Derek H. T. (author)
International Journal of Construction Management ; 3 ; 69-78
2003-01-01
10 pages
Article (Journal)
Electronic Resource
English
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