| Application of the Relationship Portfolio in Marketing Activities in the Private Housing Market |
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Authors: Irina N. Tkachenko and Marina A. Meteleva Abstract: The paper investigates the formation of integrated marketing communications in the primary private housing market. A review of the approaches to designing homes’ promotion mix enabled the author to justify and suggest her own approach based on a use of a relationship portfolio. The developed approach differs principally in terms of its structure, which in the choice of integrated marketing communications relies, on the one hand, on priority relationships between a construction organisation, a real estate agency and consumers, and on the other hand, on distribution of marketing communications depending on a period of promotion: identification, adjustment and control of value orientations. As a result of applying the author’s approach, a construction organisation gets a promotion programme aimed at building integrated communications both with a target audience and a real estate agency. Determining promotion programme efficiency will allow focusing on relationships between market subjects and take corrective measures on choosing marketing communications. The author tests the approach at the example of cottages and townhouses in a suburb of Novosibirsk. Keywords: marketing communications; promotion; relationship portfolio; interaction; promotion program; promotion efficiency; private housing market; motivation. For citation: Shmidt I.A. Application of the Relationship Portfolio in Marketing Activities in the Private Housing Market. Izvestiya Uralskogo gosudarstvennogo ekonomicheskogo universiteta – Journal of the Ural State University of Economics, 2018, vol. 19, no. 2, pp. 111−123. DOI: 10.29141/2073-1019-2018-19-2-9 |
