MANAGEMENT OF LOW-HEIGHT CONSTRUCTION MARKET PROMOTION ON THE BASIS OF VALUE OF REAL PROPERTY
I.A. Shmidt, T.V. Krasilnikova
Siberian University of Consumer Cooperation, Karl Marx ave., 26, Novosibirsk, Novosibirsk region, 630087, Russia
Keywords: management, promotion, promotion strategy, value, consumer, low-rise building, residential real estate
Abstract
The paper presents results of the studies focused on development of management of low-height construction market promotion. Consumer market needs grow and demands change in the conditions of the development of residential property market. Traditional marketing instruments no longer function effectively since they don’t fully procure integration of operative marketing instruments. Models of promotion and communications, applied in the residential property market, in low-height construction market in particular, need improvement overall. The article suggests and discusses the author`s scheme of management of low-height construction market promotion. Solutions can be used by building contractors, real estate developers, property developers for the purposes of effective management of communication activity.
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