The Importance of Marketing Strategy for Creating and Maintaining Goodwill for Construction Companies

Radek Dohnal, Helena Hanusova and Zuzana Lipovska
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Radek Dohnal: Brno University of Technology, Faculty of civil engineering, Veveri 331/95, 602 00 Brno Czech Republic
Helena Hanusova: Brno University of Technology, Faculty of business, Kolejni 2906/4, 612 00 Brno Czech Republic
Zuzana Lipovska: Brno University of Technology, Faculty of civil engineering, Veveri 331/95, 602 00 Brno Czech Republic

Journal of International Business Research and Marketing, 2021, vol. 6, issue 2, 21-26

Abstract: If a company wants to have a long-term presence on the market, it must have a long-term marketing strategy. It should respect the expected technical, technological and socio-economic development. All these factors are clearly manifested in the construction industry. Construction activities are specific in that their products are for long-term use and financially demanding for the investor. The underestimation of trends, technological changes and investor requirements leads to loss of clients and a significant deterioration in the economic situation. Creating a marketing strategy to keep it on the market can prevent these problems. In construction it means estimating trends and shaping a marketing strategy. This activity is very demanding and costly. It leads to the creation of Goodwill and its focus and is an integral part of the company’s assets. If is the marketing strategy insufficient or wrong, it will result in the loss of Goodwill and therefore clients in the market. Construction companies needs to build Goodwill and record it as part of the company’s property. Goodwill is also part of internal accounting. This is where the cost of marketing will take place, not only in terms of costs. There is a need for companies to deliberately choose the methods through which they will express the value of Goodwill.

Keywords: Goodwil; Marketing; Marketing Strategy; Acounting (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:6:y:2021:i:2:p:21-26

DOI: 10.18775/jibrm.1849-8558.2015.62.3004

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