Naslov
Marketing Perspectives for the Construction Sector

Autori
Lovrenčić Butković, Lana ; Katavić, Mariza

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development / Bendekovic, J. ; Klacmer Calopa, M. ; Filipovic, D. - Varaždin : VADEA, 2014, 175-184

ISBN
978-953-6125-10-4

Skup
Economic and Social Development, 6th International Scientific Conference on Economic and Social Development and 3rd Eastern European ESD Conference: Business Continuity

Mjesto i datum
Beč, Austrija, 24.04.2014. - 25.04.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
construction sector; Croatian construction; internationalisation; international marketing strategies

Sažetak
The rapid trend of globalization and technological change has made it difficult for construction companies to survive in the competitive world. The current crises in the global economy have particularly affected the construction sector in developing countries such as Croatia. This paper gives a short survey of the Croatian construction industry during the past several years and proposes models for its recovery. One of the models is entering the global market, which brings many problems. Croatian construction companies have very low performance on international markets and this is a serious problem for the entire Croatian economy. International marketing operations are therefore rapidly becoming increasingly important, but international marketing strategies are not the same as domestic strategies.

Izvorni jezik
Engleski

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