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Editorial for the Special Issue on Business Development and Marketing in Construction

机译：建筑业业务发展与营销专刊编辑

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摘要

Business development and marketing are two important business functions. Business development is a concept that relates closely to strategy and is part of the business model. It is the function of growing a business through a range of activities from mergers and acquisitions, financial and performance management, and their associated revenue and profit streams. Business development includes marketing and sales as a distinct activity (Sorensen, 2012). Marketing and sales or 'business development management', the name given by practitioners, is an integral part of project-based firms or project businesses in general and hence for construction firms in particular. There are a number of important interfaces: 1. Marketing, as it cascades into sales or business development, is about value as well as selling, therefore identifying, creating and delivering potential value in the form of value propositions. Value is a central issue because it constitutes a general means to secure market influence and reputation, and a specific means to secure repeat business.
机译：业务发展和市场营销是两个重要的业务功能。业务发展是与战略密切相关的概念，并且是业务模型的一部分。它的作用是通过并购，财务和绩效管理及其相关收入和利润流等一系列活动来发展业务。业务发展包括营销和销售作为一项独特的活动（Sorensen，2012年）。从业人员的名字是市场营销和销售或“业务发展管理”，它通常是基于项目的公司或项目业务的组成部分，因此对于建筑公司尤其如此。有许多重要的接口：1.营销，在进入销售或业务发展过程中，既涉及价值，也涉及销售，因此以价值主张的形式识别，创造和交付潜在价值。价值是一个中心问题，因为它是确保市场影响力和声誉的一般手段，也是确保重复业务的特定手段。

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  • 来源
    《Construction Management and Economics》 |2016年第6期|205-217|共13页
  • 作者

    HEDLEY SMYTH; RICHARD FELLOWS; ANITA LIU; WILCO TIJHUIS;

  • 作者单位

    The Bartlett School of Construction and Project Management, UCL, London, UK;

    Civil and Building Engineering, Loughborough University, UK;

    Real Estate and Construction, Hong Kong University, Hong Kong;

    Construction Management & Engineering, University of Twente, The Netherlands;

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