Entrepreneurship, marketing and HR policies of a construction company - Chougule Mahesh

Marketing should be accepted as a legitimate function at all levels of the firm, professional education and training needs to be reviewed to reflect more management components such as strategic management of which marketing is key, firm-customer relationship was revealed by the study as the most significant marketing strategy that can improve the marketing performance of contracting firms. Contractors should therefore establish a good and long-term relationship with their customers and policy makers should ensure that the contractors in the industry give desired attention to marketing as a management function. In summary, the study findings support the idea that developing effective marketing strategies enhances a firm's performance and success in its industry, and that the influence of marketing is fundamentally related to its level of acceptance in the firm. These findings hold for both firms in developed and developing countries, and for small/medium and large firms alike. Construction industry runs on the entrepreneurial qualities, marketing policies and human resources policies extended. However small construction industries have limitations on marketing & HR related policies.

EAN: 9783639513455