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International Conference on Applied Human Factors and Ergonomics

AHFE 2018: Advances in Human Factors, Business Management and Society pp 293–305Cite as

An Integrated Holistic Conceptual Framework for Marketing Construction Business Enterprise

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Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 783))

Abstract

The research details out an integrated framework for construction business marketing that is comprehensive and has capabilities of bridging the gaps in extant models and structures on construction marketing. The paper is descriptive. It uses literature review as the method and draws on models of strategic management and construction specific marketing models as the theoretical lens to achieve its objective. Findings reveal that existing models of construction marketing are mere replica and reminiscence of strategic management process/planning models and lacks acceptance and behaviour constructs that are reported as impediments to commercialisation as a management function in construction. The paper justifies the need for combine human related factors with strategic management process/planning factors to create an integrated construction marketing framework capable of holistically dealing with construction marketing challenges. Human related factors are both complement and indispensable to strategic management approach to marketing management in construction to archive successful outcomes. A merger of strategic management factors and associated human factors provides a comprehensive framework for study marketing related issues in construction. Construction management researchers will find this framework useful.

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Author information

Authors and Affiliations

  1. Department of Construction Management and Quantity Surveying, University of Johannesburg, Johannesburg, South Africa

    Jonas Ekow Yankah, Clinton Aigbavboa & Willington Thwala

  2. Department of Building Technology, Cape Coast Technical University, Cape Coast, Ghana

    Clinton Aigbavboa & Willington Thwala

Authors
  1. Jonas Ekow Yankah
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  2. Clinton Aigbavboa
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  3. Willington Thwala
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Corresponding author

Correspondence to Jonas Ekow Yankah .

Editor information

Editors and Affiliations

  1. School of Technology and Innovations, University of Vaasa, Vaasa, Finland

    Jussi Ilari Kantola

  2. Institute of Maritime Operations, University College of Southeast Norway, Borre, Norway

    Salman Nazir

  3. Hungarian-Netherlands School of Educational Management, University of Szeged, Szeged, Hungary

    Tibor Barath

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Yankah, J.E., Aigbavboa, C., Thwala, W. (2019). An Integrated Holistic Conceptual Framework for Marketing Construction Business Enterprise. In: Kantola, J.I., Nazir, S., Barath, T. (eds) Advances in Human Factors, Business Management and Society. AHFE 2018. Advances in Intelligent Systems and Computing, vol 783. Springer, Cham. https://doi.org/10.1007/978-3-319-94709-9_29

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  • DOI: https://doi.org/10.1007/978-3-319-94709-9_29

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-94708-2

  • Online ISBN: 978-3-319-94709-9

  • eBook Packages: EngineeringEngineering (R0)

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