IMPROVING BUSINESS GROWTH: MARKETING STRATEGIES FOR NIGERIAN CONSTRUCTION PROFESSIONALS

Abstract

In the competitive landscape of the construction industry, effective marketing strategies are pivotal for the survival and growth of professionals. This paper investigates the adoption and effectiveness of marketing strategies among Nigerian construction professionals. Six key strategies—firm location, promotion, professional-client relationships, contracts, marketing mix (4 Ps), and research—were evaluated through a survey of consultants and contractors. Despite recognizing the importance of marketing, the study reveals a low level of awareness and utilization of these strategies among professionals. However, strategies such as professional-client relationships and contractual agreements emerged as highly valued and effective. The findings underscore the critical role of these strategies in enhancing productivity, profitability, and professional reputation within the industry