At the global and local level contractors and consultants have had to take a more professional approach to marketing and sales. Some construction firms are being restructured into client-oriented organizations. However, in all organizations there is considerable room to develop marketing and sales to enhance opportunities to grow and to protect markets during times of recession.
This book demonstrates how marketing and sales can be developed. Specifically it:
- introduces selling techniques tailored to the needs of construction
- evaluates competing approaches to marketing and related sales theory
- demonstrates the effect of these on organizational structures and processes, and
- examines how the top down and bottom up management approaches can be integrated through sales practice.
The book aims to achieve a balance between a strategic overview and the practicalities of sales and marketing. It does not offer a single blueprint, but rather a range of distinctive options from which the reader can make informed choices.
