Abstract
The Ghana's Construction Industry Develop Agenda (CIDA) is plagued with many challenges. The objectives of this paper are: to identify the root cause of the challenges and examine the right corporate strategy for overcoming it. The paper adopts a descriptive study design and uses literature review as a method to summarize and examine relevant extant literature on the subject and to show why marketing is indispensable for the development of the construction industry in Ghana. Findings reveal that the challenges confronting the construction industry development agenda are unique to developing nations and largely emanates from competition. The need exist for adoption of marketing by construction businesses as a means to enhance their competitive advantage which are necessary for overcoming the construction industry development challenges. The CIDA may remain a mirage unless the effort to develop the construction industry is underpinned by construction business development through effective marketing management of construction business enterprises, to overcome the effects of competition.