Marketing in construction, as a systematic approach to managing the activities of a construction organization

Abstract

The development of construction, increasing its efficiency is based on its industrialization, the main directions of which are: the transfer of part of the technological processes from construction sites to factories, to stationary production conditions in order to increase the prefabricated buildings and structures; improvement of technological design solutions of buildings and structures, their further typification and unification; mechanized production of structures, products, parts and materials in factories or in the auxiliary shops of construction organizations with a high degree of their construction readiness; mechanized production of technological operations and processes of construction of buildings and structures, delivery of building materials and structures in order to ensure continuous production of construction works. In such conditions, the role of marketing activities to promote the construction company and its products increases significantly. Marketing in the activities of a construction company is an important and integral element of improving the efficiency of its construction and installation works and the financial and economic condition. The essence of the organization of marketing in construction is to use its tools for the formation of pricing policy, market research, sales promotion, optimization of types of construction and installation works, proposed real estate, etc.