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Investigating and Measuring the Effect Of The Firms Recent Implementation of a Marketing Management Strategy And Relating The Concepts and Thinking Behind This Orientation to Theory Applying Marketing Management Theory To Produce Recommendations For Future Business Success and DevelopmentMarketing ideas have made singularly little penetration into the centres of influence of the construction industry To some extent this follows from the character of the industry as an agglomeration of service organisations not without structural relationship to one another but serving a clientele from which individuals seek service very infrequently Jepson Nicholson 1972 p1Although times have and are changing the above statement despite being written over twenty five years ago is still to some extent very trueThe subject of this assignment is a construction firm that has recently designed and implemented a marketing management strategy The objective of this assignment is fourfold firstly the companys approach to marketing management will be documented this will then be related to marketing management theory Then by analysing data collected through research the effectiveness of the strategy will be discussed Finally using marketing management theory as a foundation recommendations will be made to identify where the initial strategy could be improved in order to promote future business development and success in line with the strategic mission of the companyThe organisation in question has strong foundations since its incorporation in the mid fifties turnover has grown in line with inflation In 1984 the Company was purchased by the son of the original managing director he took up the role of new managing director By the beginning of the 1990s it became apparent that the company had reached a stage where it was no longer a small hands-on enterprise The level of turnover and number of employees had increased at such a rate that the organisation now employed a sizeable management team All with an experienced technical background in the fields of surveying estimating or site management and who had either
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