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| Author: | Morgan, R. Foreman, S. Poh, T. |
| Title: | Assessing the status of marketing in architectural service firms |
| Journal: | Management Decision
1994 : VOL. 32:4, p. 36-42 |
| Index terms: | ARCHITECTURE SERVICE MARKETING |
| Language: | eng |
| Abstract: | For the last five years, the UK construction industry has been plagued with problems of market demand, sources of finance, escalating costs, and supplier saturation. One of the most affected strategic groups in this sector has been architectural service providers. The article reports the findings of a study which has examined the role of marketing in these firms. The results suggest that the firms are beginning to accept marketing as a legitimate management activity. |
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