...Gul Polat Purpose Construction companies typically allocate limited resources, i.e. human resources and funds, for marketing activities; so, they commonly face the problem of deciding in which marketing activities they should primarily invest and how much resource they should allocate...

...Gul Polat; Umit Donmez Purpose The purpose of this paper is to provide construction companies with an analytic model, namely a four‐level analytic network process (ANP) model, to assist them in prioritising and thereby selecting marketing activities which offer maximum return on investment...