Page 61 - Azerbaijan State University of Economics

Zarina Aliyeva: The Role of Marketing in Ensuring Competitiveness of Construction
Enterprise in the Context of Market Conditions

Pic. 1. Process of development of complex of marketing actions in the framework
of marketing strategy

Managing competitiveness of construction company using marketing methods is a
process of ensuring the maintenance of competitiveness parameters (external and internal,
strategic and tactical), and to keep them with the aim of changing condition according to
objective laws of formation and development of construction services market.

Subjects of management of competitiveness of construction enterprise with application
of marketing methods are a head of company, marketing manager; heads of structural
divisions are responsible for fulfilment of certain functions or tasks of this process.

Objects of management are parameters of competitiveness of construction company
(external and internal, strategic and tactical). Methods of marketing are applied as
management instruments.

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