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...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
The Chinese Research Institute of Construction Management
2003
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/19705 |
| _version_ | 1848750106732396544 |
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| author | Davis, Peter Walker, D. |
| author_facet | Davis, Peter Walker, D. |
| author_sort | Davis, Peter |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T07:31:34Z |
| format | Journal Article |
| id | curtin-20.500.11937-19705 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:31:34Z |
| publishDate | 2003 |
| publisher | The Chinese Research Institute of Construction Management |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-197052017-01-30T12:15:18Z Relationship marketing: Providing opportunities and benefits for the construction industry Davis, Peter Walker, D. Commitment Satisfaction Trust Cooperation Relationship marketing Performance Alliance procurement 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. 2003 Journal Article http://hdl.handle.net/20.500.11937/19705 The Chinese Research Institute of Construction Management fulltext |
| spellingShingle | Commitment Satisfaction Trust Cooperation Relationship marketing Performance Alliance procurement Davis, Peter Walker, D. Relationship marketing: Providing opportunities and benefits for the construction industry |
| title | Relationship marketing: Providing opportunities and benefits for the construction industry |
| title_full | Relationship marketing: Providing opportunities and benefits for the construction industry |
| title_fullStr | Relationship marketing: Providing opportunities and benefits for the construction industry |
| title_full_unstemmed | Relationship marketing: Providing opportunities and benefits for the construction industry |
| title_short | Relationship marketing: Providing opportunities and benefits for the construction industry |
| title_sort | relationship marketing: providing opportunities and benefits for the construction industry |
| topic | Commitment Satisfaction Trust Cooperation Relationship marketing Performance Alliance procurement |
| url | http://hdl.handle.net/20.500.11937/19705 |