New PDF release: Construction Marketing: Strategies for Success

By Richard Pettinger

ISBN-10: 0333692780

ISBN-13: 9780333692783

ISBN-10: 1021061131

ISBN-13: 9781021061133

ISBN-10: 1349144584

ISBN-13: 9781349144587

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Informational: the nature and quality of the information present and the importance that is given to it. Behavioural: the tendency to act in particular ways in given situations. This leads to the formation of attitudes where the behaviour required can be demonstrated as important or valuable; and to negative attitudes where the behaviour required is seen as futile or unimportant. Past experience: memories of what happened in the past affect current and future feelings. Specific influences: especially those of peer groups, professional groups, work groups and key individuals such as managers, supervisors, contractor representatives.

Yet, overwhelmingly, the converse is highly influential and this should be understood. The first impression gives a frame of reference to the receiver. The appearance, manner, handshake and initial transaction are the writing on a blank sheet. Before there was nothing; now there is something on which to place, measure and assess the other. The impact is therefore very strong. It is essential to recognise this. The consequence of not doing so is that a one-dimensional view of the individual or organisation is formed.

The main criticisms are: • • • • They are too prescriptive - effectively acting as sales people for their own distinctive (and often very good) ways of doing things but without sufficient attention (real or perceived) to clients' specific requirements. The sheer expense of hiring top brand or exclusive consultants puts a great pressure on clients to accept their recommendations. This means that the client may often feel railroaded in a particular direction (whether or not this is indeed the case).

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Construction Marketing: Strategies for Success by Richard Pettinger


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