Marketing usług budowlanych

• Authors: Stanisław Belniak

Title variants

EN

Marketing of building services

• Languages of publication: PL

Abstracts

PL

W artykule autor omawia cechy usług i ich wpływ na działania marketingowe w sferze usług budowlanych. Nakreśla podstawowe kierunki tych działań. Zwraca uwagę na trudności we wprowadzaniu marketingu do przedsiębiorstw budowlanych.

EN

The paper treats the problem of marketing in building services. The specific character of this type of marketing as well as two different approaches to marketing of building services are developed. The first approaches is the building service, here the product consists of services performed for the buyer thus the product is developed by the performer. The second approach deals with the performer's own products - buildings, construction that could be bought by somebody. The author notes as well the complexity of the building service and its characteristic features. The paper enumerates the difficulties connected with marketing implementation to the activities of building companies and the ways of overcoming these difficulties.

Keywords

PL

marketing usług; usługi budowlane; rola marketingu w przedsiębiorstwie; przedsiębiorstwo budowlane; materiały konferencyjne

EN

service marketing; construction services; construction company; conference materials

• Publisher: Małopolska Wyższa Szkoła Ekonomiczna
• Journal: Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie
• Year: 1999
• Issue: 2
• Pages: 53-58

Dates

published

1999

Contributors

author

Stanisław Belniak

• Małopolska Wyższa Szkoła Ekonomiczna, ul. Rynek 9, 33-100 Tarnów

References

• Belniak S., Brzeski W.J., Angielsko-polski słownik nieruchomości. English-Polish Real Estate Dictionary, KiN, Kraków 1994.
• Fonfara K., Marketingowa koncepcja eksportu budownictwa, AE, Poznań 1989.
• Johnson H.G., Flodhammer A., Industrial Customer Segmentation, "Industrial Marketing Management", July 1980.
• Moore A.B, Marketing Management in Construction, Butterworths, 1984.
• Newcombe R., Langford D., Fellows R., Construction Management, B.T. Batsford Ltd., London 1994.
• Pluta-Olearnik M., Marketing usług, PWE, Warszawa 1993.
• The Management of Construction Firm, Aspects of Theory, P.M. Hillebrandt and J. Cannon, Macmillan 1989.
• Webster F.E., Modelling the Industrial Buying Process, "Journal of Marketing Research", November 1965.