Human factor related challenges of marketing construction business enterprise

Abstract: Marketing is acknowledged as a necessary business management function but its application in construction is intensely hindered by some human factors in the construction industry. The paper is aimed at identifying the specific human factors in the construction industry that hinder marketing adoption and implementation in construction and to initiate further debate on this important but Cinderella subject. It uses literature review as a method to identify, summarize, synthesize and show the gaps in the existing research knowledge on human factors affecting Marketing Performance (MP) of Construction Businesses (CB). Factors such as marketing skills, manpower, attitude towards and conception of marketing hinders greatly on MP of CB. Construction marketing researchers must focus attention on the human factors that affect construction marketing. Educational consultants, curriculum developers and training institutions will find the paper useful in revising existing curriculum to reflect current trends in the management of construction business enterprise