A review of changes in the UK construction industry: Their implications for the marketing of construction services

The external, social, economic and political environments determine the opportunities for work and thereby potential profit. Clients’ needs and attitudes, like the external environment itself, are never static and therefore organizations need to adapt and respond to these fluctuations. Situated between the external and internal environment of an organization and operating at the boundary of the organization is the marketing function. There are many changes occurring in the UK construction industry: a levelling of the trade cycle; methods of placing contracts; increased emphasis on quality, experience and innovations; and increasing competition among firms; clients’ buying behaviour due to changes in the clients’ organization; and developments in technology. Evaluates the role of marketing in seeking to regulate the construction organizations’ relationships with changes within the industry and the external environment.