Promotional literature for competitive advantage in UK construction firms

Christopher Preece and Steven Male

Construction Management and Economics, 1997, vol. 15, issue 1, 59-69

Abstract: This paper outlines the findings of an in-depth survey exploring the effective use of promotional brochures and other corporate literature in providing a competitive advantage in the marketing of contractual services in construction. The research project on which this paper is based involved surveys of major client organizations and their professional advisers, i.e. architects, engineers, project managers etc., who provided constructive criticism of the promotional efforts of contracting firms. The research also involved the senior marketing management responsible for promotion in construction firms, and promotional design consultants and agents employed by the industry to produce promotional brochures and other material. The principal findings are that construction firms need to give more attention to the careful targeting of their promotional literature to specific members of the client's team, tailoring material to the particular needs of the client and proposed project, and trimming material so that it concisely communicates a persuasive message concerning the firms' corporate image and the benefits of a clearly differentiated service. The paper presents practical recommendations based on the analysis for the more effective use of brochures and annual reports as part of the promotional strategies in the provision of construction contractual services.

Keywords: Promotion; Marketing; Competitive Advantage; Construction (search for similar items in EconPapers)
Date: 1997
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.tandfonline.com/doi/abs/10.1080/014461997373114 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:conmgt:v:15:y:1997:i:1:p:59-69

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RCME20

DOI: 10.1080/014461997373114

Access Statistics for this article

Construction Management and Economics is currently edited by Will Hughes

More articles in Construction Management and Economics from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().