... as “consumers” of innovation products. The marketing mix concept of 4Ps is applied in this study to tailor marketing strategies for Governments, who aim to stimulate a higher level of innovation performance in the construction industry. The paper aims to discuss these issues. Design/methodology/approach...

...Aly H. Karam There is a general sentiment against the idea of marketing among architectural professionals. This paper argues for the necessity of a marketing approach particularly in times where the workload is declining. This paper looks at the marketing strategies that the Western Cape architects...