Bridging the gaps of construction marketing frameworks for construction business enterprises

Mainstream marketing, which was mostly developed for the manufacturing industry, provides little help to the construction industry, and this has resulted in the need for serious improvements in marketing management in the construction industry. However, existing marketing frameworks tailored to suite the construction industry have achieved abysmal results. The paper examines the existing construction marketing framework within the 'expected' and 'attractive' established requirements of frameworks and to determine the extent to which the existing construction marketing frameworks satisfies the requirements. This paper adopts the descriptive study design and the use of literature review as a method supplemented by a focus group discussion to identify, summarize, synthesize extant literature and show the gaps in the existing construction marketing frameworks, in addressing the challenges with marketing in construction. Findings show that existing frameworks fall short of some 'expected' and 'attractive' requirements of frameworks. The need exist for scientific research which focus on the peculiar characteristics of the construction industry to provide empirical basics for developing framework for marketing construction businesses. The paper opens a new direction of construction marketing research which focuses on requirement of frameworks to achieve effective marketing in the construction industry.