Assessing the Status of Marketing in Architectural Service Firms

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. Reports the findings of a study which has examined the role of marketing in these firms. The results suggest that firms are beginning to accept marketing as a legitimate management activity, but reveals, further, that some of the “trappings” of marketing prevail where certain firms have failed to address the more “substantive” elements of marketing. Argues that the commercial survival of architectural practices dictates that they address their marketing priorities, and respond with market‐driven strategies that will retain their customer base, while at the same time attracting new clients.

Citation

Morgan, R.E., Foreman, S.K. and Poh, T.C.C. (1994), "Assessing the Status of Marketing in Architectural Service Firms", Management Decision, Vol. 32 No. 4, pp. 36-42. https://doi.org/10.1108/00251749410058662