Publisher's Synopsis
Existing studies into international construction have, as yet, not considered the role of marketing within the international construction industry in detail. The objectives of this book are therefore to: review and better understand the general development and contents of marketing theories and their extension into international markets; demonstrate the relevance of marketing for the construction industry and outline the perceptions marketing has within the industry; consider the various marketing practices and problems of construction exports and some of the major export marketing strategies for construction companies with foreign contracting operations; synthesize the tripartite relationship between marketing, construction and economic development and investigate the case of how the Singapore construction exports industry was cultivated in this direction; recommend a framework within which ASEAN (Association of Southeast Asian Nations) contractors may co-operate for marketing their services more effectively in the region?s construction market and beyond as a collective force. This book will appeal to academics, university and college students, government agencies and planners, as well as economists, construction and marketing professionals.
