Detail publikace

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

DOHNAL, R. HANUŠOVÁ, H. LIPOVSKÁ, Z.

Originální název

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

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

Originální abstrakt

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.

Klíčová slova

Goodwil; Marketing; Marketing Strategy; Acounting

Autoři

DOHNAL, R.; HANUŠOVÁ, H.; LIPOVSKÁ, Z.

Vydáno

18. 10. 2018

Nakladatel

Varazdin Development Entrepreneurship Agency

Místo

Varazdin, Chorvatsko

ISSN

1849-7535

Periodikum

Book Series: International Scientific Conference on Economic and Social Development

Stát

Chorvatská republika

Strany od

42

Strany do

50

Strany počet

9

URL

http://www.esd-conference.com/past-conferences

BibTex

@inproceedings{BUT150568,
  author="Radek {Dohnal} and Helena {Hanušová} and Zuzana {Lipovská}",
  title="The Importance of Marketing Strategy for Creating and Maintaining Goodwill for Construction Companies",
  booktitle="34th International Scientific Conference on Economic and Social Development – {"}XVIII International Social Congress (ISC - 2018){"}, Book of Proceedings",
  year="2018",
  journal="Book Series: International Scientific Conference on Economic and Social Development",
  pages="42--50",
  publisher="Varazdin Development Entrepreneurship Agency",
  address="Varazdin, Chorvatsko",
  issn="1849-7535",
  url="http://www.esd-conference.com/past-conferences"
}