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dc.contributor.authorDavis, Peter
dc.contributor.editorDavid Greenwood
dc.date.accessioned2017-01-30T11:29:39Z
dc.date.available2017-01-30T11:29:39Z
dc.date.created2011-09-01T03:27:27Z
dc.date.issued2003
dc.identifier.citationDavis, Peter R. 2003. The application of relationship marketing in the construction industry: Work in progress report, in Greenwood, D. (ed), Proceedings of the Association of Researchers in Construction Management 19th Annual Conference, Sep 3-5 2003, pp. 827-836. Brighton, UK: Association of Researchers in Construction Management (ARCOM).
dc.identifier.urihttp://hdl.handle.net/20.500.11937/12254
dc.description.abstract

Relationship Marketing (RM) embodies international, industrial and services marketing and in a business context is superseding traditional marketing theory. It is apparent from initial research into product and process industries that RM has the potential to provide construction organisations with significant benefits. These benefits include; enhanced ability to overcome problems, close coordination, process improvements; reduced risk associated with complex decision making and significant long-term value to prospective and existing clients. To determine a suitable research strategy for a PhD topic, a focus group was set up with construction industry stakeholders to discuss issues associated with RM. A brief description of the process and outcome leads to the conclusion of the merit in the research topic. A subsequent literature review formed the basis of quantitative questionnaires that were sent to a broad cross section of the Perth construction community. Interim results of the field study are presented and aligned with concurrent empirical studies of literature pertaining to RM. The final outcome provides a robust benchmark for construction organisations to consider that draws together contemporary best practice contract strategies and industrial and services marketing RM theory/research. In conclusion an insight into how RM thinking in business services marketing may guide strategic direction for construction organisations is provided.

dc.publisherARCOM
dc.relation.urihttp://www.arcom.ac.uk/-docs/proceedings/ar2003-827-836_Davis.pdf
dc.subjectmarketing
dc.subjectrelationship marketing
dc.subjectprocurement
dc.subjecttendering
dc.titleThe application of relationship marketing in the construction industry: Work in progress report
dc.typeConference Paper
dcterms.source.volumeSeptember
dcterms.source.startPage827
dcterms.source.endPage836
dcterms.source.titleProceedings of the 19th Annual Conference of ARCOM (Association of Researchers in Construction Management)
dcterms.source.seriesAnnual Conference of ARCOM (Association of Researchers in Construction Management)
dcterms.source.isbn0953416186
dcterms.source.conference19th Annual Conference of ARCOM (Association of Researchers in Construction Management)
dcterms.source.conference-start-dateSep 2003
dcterms.source.conferencelocationReading, UK
dcterms.source.placeUK
curtin.accessStatusOpen access
curtin.facultyFaculty of Built Environment, Art and Design


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