In this study, a four-level ANP mod

In this study, a four-level ANP model was developed to assist construction
companies in prioritising and thereby selecting the marketing activities in which they
should invest. In order to demonstrate the use of ANP in marketing activity selection,
two case studies were conducted; one in a general contractor (Firm no. 1) and the other
in a developer (Firm no. 2). While providing clients with more competitive prices
(20 per cent), market development and/or diversification (16 per cent), offering
extended/customised services (16 per cent) and developing human resources to provide
better services (15 per cent) are the marketing activities with the three highest relative
weights for Firm no. 1, offering extended/customised services (17 per cent), providing
clients with more competitive prices (15 per cent), developing human resources to
provide better services (14 per cent), conducting out-bound focused campaigns
(14 per cent) and cultivating goodwill and alliances (14 per cent) are the marketing
activities with the three highest relative weights for Firm no. 2.