by : Mastura Jaafar, Abdul Rashid Abdul Aziz, Andy Lian Shin Wai
Published : JOURNAL OF CIVIL ENGINEERING AND MANAGEMENT 2008, 14(3): 199–206
Abstract.
This article explores the necessity of applying marketing practices by engineering consulting firms that serve the construction industry. Most construction professionals perceive marketing as an unimportant management function.
The present study provides support to similar previous studies conducted in other countries which found marketing is more ‘trappings’ rather than ‘substance’. Stiff competition drives civil and structural engineering (C&S) firms in Malaysia to suit their marketing practices in ensuring survival. In relation to this, company profile or characteristics such as firm organization, operational structure and nature of environment help providing an explanation on the readiness of these firms to fully implement marketing practices. The results also suggest that these firms use minimal marketing with the professional image projected by the directors or principals as playing an important role.
Keywords: marketing practices, civil and structural consultancy firm, construction industry
1. IntroductionThe present study provides support to similar previous studies conducted in other countries which found marketing is more ‘trappings’ rather than ‘substance’. Stiff competition drives civil and structural engineering (C&S) firms in Malaysia to suit their marketing practices in ensuring survival. In relation to this, company profile or characteristics such as firm organization, operational structure and nature of environment help providing an explanation on the readiness of these firms to fully implement marketing practices. The results also suggest that these firms use minimal marketing with the professional image projected by the directors or principals as playing an important role.
Keywords: marketing practices, civil and structural consultancy firm, construction industry
Since the 1990s, Malaysia’s engineering consultancy sector has been facing challenges brought about by globalization, the restructuring of the economy with the emergence of the petrochemical and environmental sectors, the rapid changes in project procurement and implementation process, and the pervasive utilization of information and communication technologies (ICT). The evolving market has also brought external pressures on these firms to become more competitive and operate in more technically challenging domains. . . . . . .. (baca_selengkapnya)
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Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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