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 explai...
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| Format: | Journal Article |
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The Chinese Research Institute of Construction Management
2003
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/19705 |
| Summary: | 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 link 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. |
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