Current trends in the management of marketing activities of construction companies in Ukraine
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Дата
2020
Науковий керівник
Укладач
Редактор
Назва журналу
ISSN
E-ISSN
Назва тому
Видавець
Анотація
Research and systematization of literary sources proves that at a time of an increased
turbulence of the economies of the countries, significant influence of information and
globalization, there is need to place the spiritual, intangible aspects of human life, valued by
the consumer of the construction market, in the center of attention of the construction
company. This is manifested in a more creative and innovative way of problem solving, an
individual approach to order fulfillment, and a focus on building mutually beneficial
relationships with target and other contact audiences. The aim of the study is to substantiate
the current provisions for the management of marketing activities of construction enterprises
in Ukraine. The modern marketing tendencies in developed countries are: orientation to
holistic marketing that combines internal marketing, socially responsible marketing,
integrated marketing and relations marketing; expansion of the marketing complex to ten
elements (product, place, price, promotion, public opinion, political power, people, process,
physical environment, personal emotions). The authors substantiate the use of marketing
strategies for Ukrainian construction enterprises in times of uncertainty and fluctuation of
the economy, such as: full provision of the target segment of consumers with necessary
construction products, works, services; search for opportunities to increase your marketing
budget and get rid of inefficient programs. Therefore, the central place in the management of
marketing activity of Ukrainian construction enterprises takes a triad of goals, namely:
reflection of the values of society, satisfaction of the needs of buyers and ensuring the
profitability of the enterprise. Triad of goals forms the practical value of the paper as
strategic targets for the management of Ukrainian construction enterprise.
Опис
Ключові слова
marketing trends, management of marketing activity, marketing complex, construction enterprise, Ukraine
Бібліографічний опис
EPH-International Journal of Business & Management Science