An integrated holistic conceptual framework for marketing construction business enterprise

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.