YORK, Pa. - The building and construction industry has enjoyed a boom for the last few years. According to a white paper just released by Baublitz Advertising, however, the coming year could be a rude awakening for many in the industry.

Marketing Imperatives in the Construction and Building Materials Industry: Steps for Success in 2006, examines the effects of increased competition, continued consolidation, and uneven growth by geography. The paper maintains that in order to succeed, players in the industry will be required to re-evaluate, and in some cases reinvent, their marketing programs.

"Many companies will find that, in order to grow, they must carve out market share from their competitors rather than benefit from a rising tide that lifts all boats," said Jim Groff, author and president of Baublitz Advertising. "There will be winners of course. But, just as often in 2006, there will be losers."