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Formation of Marketing Communications Complex in the Primary Residential Real Estate Market

Author: Antonina I. Ukhova and Irina P. Savelyeva

Abstract:

The article describes an algorithm for formation of marketing communications complex in the primary residential real estate market on the basis of customer-oriented approach. The developed algorithm is based on the differences in consumer behavior in various market segments and takes into account the peculiarities of communicative impact at different stages of construction of a building. The authors tested the algorithm for forming marketing communications complex at the example of a business class residential building. In addition, the paper contains the evaluation of economic and communicative efficiency of a comprehensive scheduled plan of customer-oriented marketing communications using target indicators designed by the authors.

Keywords: real estate marketing; primary residential real estate market; marketing communications; customer-oriented marketing communications.

For citation:

Ukhova A. I., Savelyeva I. P. Formirovanie kompleksa marketingovykh kommunikatsiy na rynke pervichnoy zhiloy nedvizhimosti [Formation of Marketing Communications Complex in the Primary Residential Real Estate Market]. Izvestiya Uralskogo gosudarstvennogo ekonomicheskogo universiteta – Journal of the Ural State University of Economics, 2016, no. 1 (63), pp. 71–79.