2008 GLOBAL ECONOMIC CRISIS AND THE CONSTRUCTION SECTOR: A FIELD RESEARCH FROM MARKETING PERSPECTIVE

Global economic crisis which had emerged in USA mortgage market in the fall of 2008, rapidly spread to the real sector and other countriesÕ economies in the world. The construction and the housing sectors have an important place in the emergence and expansion of the global economic crisis. This study aims to put forward that how businesses in the construction sector and their marketing efforts are affected by 2008 global economic crisis from executivesÕ perspective. At this purpose, the results of the field research show that marketing efforts of businesses in the construction sector which have an important place in Turkey economy are significantly affected by global economic crisis in generally. The results of the Chi-Square analysis present that there are some differences among businessesÕ marketing efforts according to businessesÕ scale, the level of scope and the markets during global economic crisis in the construction sector. It was also found that global economic crisis adversely affects the employment in the field of marketing, budget allocated to marketing, marketing expenditures, and generally businessesÕ marketing performance.