Management of housing construction and reconstruction of the housing stock based on the modern investment marketing concept
Abstract
The article examines some important aspects of the organization of management of the housing stock reproduction process in the context of modern marketing management theory, the key feature of which is its integration into the system of entrepreneurship. The necessity of structuring the marketing tools that provide the management process in the reconstruction and construction sphere and that can be implemented on the basis of the unity of marketing of objects (services) and marketing of investments, as well as a systematic study of the features of their formation, interrelation and methods of practical implementation in the field under study is substantiated. The principles of organizing the management of marketing activities in the field of housing stock reproduction are revealed. The paper considers the feasibility of forming a mechanism for implementing investment developments in the housing reconstruction and construction sector using the tools offered by the modern marketing management concept. The concept of investment marketing as a process focused on the development and adoption of program and project marketing proposals in the investment sphere in the context of meeting consumer demand for the objects being created and increasing their investment attractiveness is concretized. Taking into account the results of the research, the author's approach to the formation of marketing investment decisions in the field of housing construction and reconstruction of residential buildings is described, the importance of which increases in the focus of modern housing requirements and innovative opportunities that determine the process of transformation of the housing and construction complex.
Keywords: marketing management concept, investment marketing, reconstruction and construction activities, housing sector
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