A Research Oriented Framework for the Development of Marketing Strategies in the Turkish Construction Sector

• Published in: Academic Journal of Information Technology 2014-04, Vol.5 (15), p.7-24
• Main Authors: ÖZTEK, M. Yaman, ÇENGEL, Özgür
• Format: Article
• Language: English
• Subjects: competition; Construction; Construction companies; construction markets; construction sector; e- marketing/management; e-pazarlama/yönetim; Economic development; Economic growth; Economics; i̇nşaat pazarları; i̇nşaat sektörü; Level (quantity); Market strategy; Marketing; Profitability; rekabet
• ISSN: 1309-1581; 1309-1581
• DOI: 10.5824/1309-1581.2014.2.001.x

In the Turkish Business Environment, construction sector plays a crucial role in the context of overall economic growth and sustainability. However, there have not been effective marketing strategies being implemented in order to enhance the profitability of the sector. This had occurred partly due to the fact that demand had been above the level of supply in the past. In contrast, nowadays fierce competition enforces that many construction projects are being promoted, thereby increasing the level of supply compared to the level of demand unlike what has happened in the past. As a result, genuine marketing strategies need to be emerged in order for construction companies to stay alive in this sector. With a sample size of 152, this paper aims to research the economic growth in terms of Turkish economy and construction sector. Besides, construction types, the biggest markets of construction companies, marketing/management strategies, and problems associated with the sector have been researched and debated with a specific focus on e-marketing/management approaches that have recently been revealed.