A Qualitative Exploration of the Effectiveness of Direct Marketing in the Construction Industry: A Study of Small-medium Enterprises in Wales
Raynes, Kelsie Peach
Cardiff Metropolitan University
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This interprevistic quality study explored the effectiveness of direct marketing (DM) methods within Welsh construction small-medium enterprises (SMEs). The study utilised a dual data set, of SME marketing managers and their customers. The work encompassed 77 participants in total, 7 managers and 70 customers. Data was collected via a sense of semi-structured interviews for the managers and 10 focus groups discussions for customers. The findings revealed that the marketing practices utilised by the marketing managers are not considered to be in line with the modern ethos of marketing. There were continuous gaps between the managers and consumer perspectives on effective marketing practices and the existing literature available. It was found that the consumer should be considered throughout the marketing processes of construction SMEs in Wales. The implications with this study is that it is not geographically expansive, due to it being centralised to Welsh construction companies. The findings are of a thick data set that is highly contextualised due to limited sample being utilised. This thesis to the author’s knowledge, is the first paper to explore the direct marketing methods of SMEs within the Welsh construction industry.
Master of Business Administration
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