Marketing Activity in the Context of the Digital Economy
Purpose: The presented article aims to identify and assess the prospects of construction companies’ marketing activities in the digital economy. Design/Methodology/Approach: For the description of the construction companies‘ marketing activities prospects in the digital economy it is necessary: first, to determine the specifics of the construction companies marketing activities; second, to assess the trends in the digital economy development in relation to the construction product promotion; third, to determine the directions of construction marketing development. Findings: For the estimating of the construction companies‘ marketing activities prospects in the digital economy the basic principles of the choice of the construction product making by the target consumers have been identified, the analysis of the efforts of construction companies marketing activities and potential buyers in the digital space has been carried. The authors systematized the basic directions of the development of construction companies’ marketing activities in the digital economy. Practical Implications: The research results may be implemented into managerial practices in order to improve and increase the efficiency of construction companies’ marketing activities. Originality/Value: The main contribution of this study is the assessment of the basic trends of development of construction companies‘ marketing activities in the digital economy, on the basis of which specific events of marketing policy can be implemented.