Gone are the days when construction companies could rely on repeat business and word of mouth to maintain a healthy business, especially in the aftermath of arguably the worst ever recession in the construction industry. In order for construction firms to grow (or indeed, survive), companies must review their positions within the industry, and develop and implement appropriate marketing strategies to maximise future opportunities. Some companies have already started to realise that to gain more business they need to adopt a more proactive marketing approach and have started to reap the benefits which can be gained from practical marketing within a clear business plan.
This book appreciates that not all the options it presents are appropriate and/or affordable to everybody, but it focuses the organisation to identify market sectors and provides, in a short and accessible form, the most important concepts of marketing, and offers suggestions as to how they can be used to benefit you and your company.
Preface
Chapter 1 : Introduction
Chapter 2 : Where are We Now and Where Do We Want to Go?
Chapter 3 : Marketing Database and Associated Files/Records
Chapter 4 : Approved/Select Lists and Prequalification
Chapter 5 : Sources of Marketing Information and Intelligence
Chapter 6 : Marketing Tools and Techniques
Chapter 7 : Maximising Client Contracts
Chapter 8 : Marketing of Smaller Professional Practices
Chapter 9 : Establishing and Managing a Sales and Marketing Department
Chapter 10 : Case Studies Outlining Alternative Marketing Approaches
Other Matters
Summary and Checklists
