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

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