Perpustakaan Digital ITB

Based on a study by Indramanik (2005) about marketing in construction companies in Indonesia, it concluded that small and large construction companies promote the relationship marketing and word of mouth promotion as their main strategy. But for this last 5 years since the research, there have been many changes and developments in terms of regulation that affected the national construction industry climate. This research aims to gather information about Indonesian construction company’s marketing strategy, specifically large construction companies. The objective of this research is to determine whether there are changes in terms of marketing strategy by these companies compared to the research conducted by Indramanik (2005) . The survey results revealed that informal approach such asword of mouth marketing and network relationship are not used bya large construction companies in Indonesia. The company marketing strategies has planned through values creating on marketing mix element, which are more traditional formal approach