@inproceedings{b61422f893174ba4b3f436e883462c06,
title = "Human factor related challenges of marketing construction business enterprise",
abstract = "Marketing is acknowledged as a necessary business management function but its application in construction is intensely hindered by some human factors in the construction industry. The paper is aimed at identifying the specific human factors in the construction industry that hinder marketing adoption and implementation in construction and to initiate further debate on this important but Cinderella subject. It uses literature review as a method to identify, summarize, synthesize and show the gaps in the existing research knowledge on human factors affecting Marketing Performance (MP) of Construction Businesses (CB). Factors such as marketing skills, manpower, attitude towards and conception of marketing hinders greatly on MP of CB. Construction marketing researchers must focus attention on the human factors that affect construction marketing. Educational consultants, curriculum developers and training institutions will find the paper useful in revising existing curriculum to reflect current trends in the management of construction business enterprise.",
keywords = "Business management, Construction, Human factors, Marketing",
author = "Jonas Yanka and Clinton Aigbavboa and Wellington Thwala",
note = "Publisher Copyright: {\textcopyright} Springer International Publishing Switzerland 2017.; International Conference on Human Factors, Business Management and Society, AHFE 2016 ; Conference date: 27-07-2016 Through 31-07-2016",
year = "2017",
doi = "10.1007/978-3-319-42070-7_102",
language = "English",
isbn = "9783319420691",
series = "Advances in Intelligent Systems and Computing",
publisher = "Springer Verlag",
pages = "1123--1133",
editor = "Terence Andre and Kantola, {Jussi Ilari} and Salman Nazir and Tibor Barath",
booktitle = "Advances in Human Factors, Business Management, Training and Education - Proceedings of the AHFE 2016 International Conference on Human Factors, Business Management and Society",
address = "Germany",
}