Using of marketing mix elements (placement and promotion) in the construction industry by type of business

Jiří Vlk

Littera Scripta, 2011, vol. 4, issue 1

Abstract: Players in the construction business might increase efficiency of funds spent on marketing by proper use the elements of the marketing mix. In doing so the determinants are the type of business and the resulting distribution channels (placement) that determine key customer target groups and the way of communication with them (promotion). The first part deals with this issue within the group of manufacturers of building materials. Použití prvků marketingového mixu (placement a promotion) ve stavebnictví podle typu podnikání

Keywords: manufacturer of constructions materials; marketing mix; distribution channels (placement); target groups; communications channel (promotion); the incentive to purchase; the customer relationship management (CRM); výrobci stavebích hmot; marketingový mix; systém disribuce (placement); cílové skupiny; způsob komunikace (promotion); motivace k nákupu; systém pÃ©Ä e o zákazníka (CRM) (search for similar items in EconPapers)
Date: 2011
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