Naslov
Why do croatian construction companies not implement marketing concept?

Autori
Katavić, Mariza ; Cerić, Anita

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

Izvornik
Construction Innovation and Global Competitiveness / Uwakweh, Obinero Ben ; Minkarah, Issam A - Cincinnati (OH) : CRC Press, 2002, 973-982

Skup
10th Symposium Construction Innovation and Global Competitiveness

Mjesto i datum
Cincinnati (OH), Sjedinjene Američke Države, 09.09.2002. - 13.09.2002

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing concept; construction industry

Sažetak
The implementation of marketing philosophy within Croatian construction companies is not satisfactory. There are many reasons for this situation. Altough lack of work is the most significant characteristic of the Croatian construction market, ver little has been done ( on the company level) to improve marketing methods and techniques. However, as the Croatian companies are in a process of market transformation, they are beginning to realize the importnance of being &#8220 ; ; market oriented &#8221 ; ; . Unfortunately, to often thay not only lack knowledge but they also lack real incentive to implement &#8220 ; ; new approach&#8221 ; ; . The authors are conducting an empirical study aimed at assessing the level of marketing within the Croatian construction industry in order to define the best approach ( most appropriate) to the marketing concept for the construction industry&#8221 ; ; .

Izvorni jezik
Engleski

Znanstvena područja
Građevinarstvo

POVEZANOST RADA