Building Profits in The Construction Industry [Hardcover]

McGraw-Hill Book Company (Author), Michael T. Kubal (Author), Kevin Miller (Author), Ronald Worth (Author)

Book Description

Publication Date: October 30, 1999 | ISBN-10: 0071349855 | ISBN-13: 978-0071349857

Provides a base of what is happening with the construction industry through changes in employment with downsizing, lack of adequate trained personnel, emphasis on improved quality, changing procurement methods, new realities of marketing and sales, the technological influence, and consistent drive toward bottom line results. Focuses on the how-to-in understanding current markets, how to maximize results, and how to best prepare for the 21st century.

Editorial Reviews

From the Back Cover

DEVELOP MARKETING STRATEGIES TO MEET THE CONSTRUCTION CHALLENGES OF THE 21ST CENTURY

"This is the first construction industry book I've seen in a long time that puts it all together--technology, marketing, communication, delivery systems and more. It's a very useful reference for anyone in our industry." --David M. Bush, 1999 Associated Builders & Contractors National President; President and Chief Executive Officer, Adena Corporation, Mansfield, Ohio

If you want to succeed in the highly competitive building environment of the 21st century, you need to master the new realities of construction services marketing--right now. This cutting edge book/CD-ROM will enable you to capitalize on the latest techniques for cyberspace marketing, technological innovation, partnering, quality improvement, maximizing bottom-line results, and more.

Packed with illustrations and read-to-use documents, this business-boosting reference features:
In-depth analysis of new procurement methods, such as design-build
A CD-ROM with over 1000 Web links, marketing plans and press releases, and marketing materials from around the nation
Guidance on marketing and sales tools, including e-mail, the Internet, Web sites, virtual reality, radio, and print br>An expert review of the newest marketing hardware and sosfware for the building industry

With this sure-fire book, you can now create a market-driven culture for your firm ... research and implement winning marketing plans ... network for big profits ... and build solid relationships with contractors and suppliers.

Product Details

• Hardcover: 448 pages
• Publisher: McGraw-Hill Companies (October 30, 1999)
• Language: English
• ISBN-10: 0071349855
• ISBN-13: 978-0071349857
• Product Dimensions: 9.2 x 7.5 x 1.5 inches
• Shipping Weight: 2.4 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #2,094,317 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Electronic and Digital Age of Marketing Professional Svcs, March 21, 2000

By 

Laurin McCracken, CEO, Global Design Alliance (Washington, DC) - See all my reviews

This review is from: Building Profits in The Construction Industry (Hardcover)

Authors Kubal, Miller and SMPS' own Ron Worth have put togetherone of the strongest marketing books to come along in a long, longtime. This is a virtual encyclopedia of how-to marketing, weighting in at 420 pages plus a CD-ROM.

Finally we have a marketing book that recognizes we are in the electronic and digital age and that the internet has changes marketing forever. The summary of Chapter Two on "Virtual Construction" starts out, "Undoubtedly the virtual age is encroaching upon the construction industry. Its effects on how construction is completed will become obvious, and changes to how construction is sold and marketed in the twenty-first century will also occur." while that is an understatement, many firms have not yet realized that the twenty-first century is here and these things are happening all around us.

The CD-Rom, with its listing of internet hyperlinks, is worth the price of the book alone. Using this CD, you can access most of the information about our industry that is available today. The book's chapter on market research will show you just how valuable the internet and the CD can be.

While some of the chapters in the book are targeted to the construction field, most of the book is directly applicable to our entire industry. The chapters on "Creating a Marketing Plan" and "Marketing and Sales Technology and Marketing Materials," while illustrated with examples from the construction industry, are as good a general guide on "how to do it right" as you will find anywhere.

Some of the best of the book can be found in "Marketing Communication Plan" and "Getting Publicity for Your Business." Any firm can gain from reading and implementing the material in these chapters. The list of questions on how to quantify your prospects on page 99 needs to be copied and given to every marketer and principal in every firm in the land. It is a list of the basic questions, the ones not asked or, if they are, the answers are ignored.

I have a couple of bones to pick about the book. One is the title. Why not just call it Marketing Techniques for the Construction Industry? I guess they thought that mentioning 'profits' would get more attention. My problem with the title is that some will buy the book looking for the wrong thing and, more importantly, some will not buy the book when they go looking for good marketing advice.

The other problem I have with the book (and I am being really picky here) is that the authors, from time to time, get too caught up in the widgets and wizardry of technology. The danger here is that the widgets and wizardry change every day. When you mention Palm Pilot III, you are already yesterday's news. The concepts are right, but listing today's technology tools is a mistake.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Building Better Outcomes through Marketing, January 29, 2000

By 

Michael Rafferty, Vice President, Blake Const... (Washington, DC) - See all my reviews

This review is from: Building Profits in The Construction Industry (Hardcover)

During this exciting and transitional time, particulary as it applies to the construction industry as a whole, this book presents a broad landscape of trends, insights, and practical applications. It should be mandatory reading for everyone in the company -- from the CEO to the Superintendent.

1 of 1 people found the following review helpful:

5.0 out of 5 stars A "must read" for success in the 21st century!, March 21, 2000

By 

David W. "Woody" Wood (Weare, NH) - See all my reviews

This review is from: Building Profits in The Construction Industry (Hardcover)

Though contractors don't always realize it, marketing always has--and will continue to be-- the best way for them to distinguish themselves from their competition. Now, for the first time, everything a building professional needs to know about marketing construction services has been pulled together in one easy-to-follow book. A "must read" for success in the twenty-first century!

The reviewer is the Past-President of the Construction Writers Association, and Publisher of the award-winning construction newsletter "Words from Woody."