MARKETING STRATEGIES IN CONSTRUCTION
MARKETING STRATEGIES IN CONSTRUCTION

Summary/Abstract: Marketing strategies applied by construction companies are diverse and cannot be defined in a single, unambiguous manner. These strategies combine marketing approaches typically used for durable and long-lasting goods with those applied to the sale of residential and commercial real estate, which are characterized by long sales cycles. The development of marketing resources, communication channels, and new sales techniques enabled by the Internet has resulted in the emergence of synergistic characteristics between product-oriented and service-oriented marketing strategies in the construction sector Construction companies recognize these interconnections to varying degrees and develop their marketing strategies accordingly. In Kosovo, the construction sector is closely linked to overall economic development and represents one of the key industrial branches, due to its significant multiplier effects and high consumption of resources from complementary sectors. Consequently, it can be stated that the construction industry experienced substantial growth following the increased need for infrastructure reconstruction in war-affected areas. One of the fundamental marketing challenges faced by construction companies is their behavior in situations of declining market demand, particularly with regard to covering operational costs and ensuring the return of invested capital.

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