Given the intense competitiveness in the construction industry, construction
companies should rethink and reassess their marketing practices. This model is of benefit to construction companies and researchers. It allows construction companies to
select the marketing activities that offer maximum return on investment. It also allows
researchers to see the potential use of ANP in the marketing activity selection problem:
However, from a research limitation perspective, whilst the model presented in this
study, can help construction companies select the most viable marketing activities for
which they should primarily allocate their limited resources, there is a need for a
further study, to provide construction companies with a resource allocation model that
enables them to optimise scarce resources using linear or integer programming
techniques.