engleski

The Marketing Concept in Construction Companies

Marketing is a competitive process offering goods and services for consumption at a profit. Today, when market conditions are very complex, there is great competition and customers and clients have a choice, in general as well as in the construction industry, so it is necessary to implement a marketing philosophy. Marketing strategy is a fundamental approach for market-oriented business. The authors analyse business strategies and all the relevant elements needed to understand marketing. They also analyse the Croatian construction industry in the period after the defence war. Croatian construction companies do not implement marketing strategy to a satisfactory degree. Although one of their significant characteristics is lack of knowledge about marketing basics, they have done very little (on the company level) to improve marketing methods and techniques in order to find new markets on which to place their products and/or services.

construction; marketing; business strategies; marketing concept

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