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.