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In this paper, an attempt has been made to examine the applicability of QFD as a strategic decision-making tool after the construction stage of a housing project to determine the best marketing strategy, to make a comparison between the performances of different competitors and to transfer the experience gained from the current project to the forthcoming projects. For this purpose, a QFD team has...
The major idea behind this paper is that, the role of marketing within the construction industry should be investigated by using an integrated conceptual framework that considers the marketing perception of firms, general marketing practices, expected benefits from marketing and impact of marketing capability to create competitive advantage, so that a complete picture about marketing practices can...
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