Relationship marketing: providing opportunities and benefits for the construction industry

Davis, P and Walker, D 2003, 'Relationship marketing: providing opportunities and benefits for the construction industry', International Journal of Construction Management, vol. 3, no. 2, pp. 69-78.


Document type: Journal Article
Collection: Journal Articles

Title Relationship marketing: providing opportunities and benefits for the construction industry
Author(s) Davis, P
Walker, D
Year 2003
Journal name International Journal of Construction Management
Volume number 3
Issue number 2
Start page 69
End page 78
Total pages 9
Publisher The Chinese Research Institute of Construction Management (CRIOCM)
Abstract 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.
Copyright notice © Chinese Research Institute of Construction Management
ISSN 1562-3599
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