Analysis of factors cause the planning and implementation of communication policy construction materials industry enterprises
Journal Title: Науковий вісник Полтавського університету економіки і торгівлі. Серія "Економічні науки" - Year 2015, Vol 2, Issue 71
Abstract
Careful product promotion today is indispensable for commercial success. In this case, the manufacturer can not be true, to disperse its cash and carry haphazard communication. Their effectiveness may be simply zero, and even negative. Analysis of all aspects of the dominant, causing the implementation of a communication policy on a segment of the wholesale buyers. Differentiated segment of wholesale buyers. Identify priority factors causing the specifics of sales of construction materials industry to the wholesale buyers. Analyzed the positive and negative aspects with the emphasis on communication efforts on a segment of the wholesale buyers. Accent communication policy solely on the segment of wholesale buyers, even on the assumption that they are the direct buyers, does not guarantee the absolute commercial success
Authors and Affiliations
Anton Berdzin
Keywords
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