Arditi et al. (2008) discussed in detail the ways of applying the five parameters of the modified marketing mix theory to construction and identified a total of 25 marketing practices. Out of these 25 marketing practices, seven practices constitute product parameter, three practices represent price parameter and nine practices comprise
promotion parameter. Place parameter includes one practice and people parameter
consists of five practices. They also acknowledge that the modified marketing mix
theory adequately addresses the characteristics of the construction industry based on
the findings of an extensive survey of 65 contractors (Arditi et al., 2008).