Page 56 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.76, # 2, 2019, pp. 56 -73

THE ROLE O F MARKETING IN ENSURING
COMPETITIVENESS OF CONSTRUCTION ENTERPRISE IN
THE CONTEXT OF MARKET CONDITIONS

ZARINA ALIYEVA 1

1 Azerbaijan Architecture and Construction University
E-mail: [email protected]
tel: +994 50 295 03 79
Received 12 June 2019; accepted 24 May 2019; published online 27 December 2019

ABSTRACT
The main goal of this research is a study of certain theoretical and methodological
approaches to management of competitiveness of a construction enterprise using
marketing methods. Marketing protects an enterprise from competitors. It is not only
orientation to consumers but also a long-term protection of an enterprise from
competitors through permanent system of information about their behavior.
Awareness about competitors gives an opportunity to satisfy specific needs of
customers. Knowing the strengths and weaknesses of a competitor allows you to
precisely direct your own plans against the weaknesses of a competitor. As a result of
this research, strengths and weaknesses influencing economic indicators of
construction complex are revealed: outdated management systems of construction
complex’s actors, absence of marketing divisions and/or experts studying the market,
demands tendencies, competitive environment and developing mechanisms for the
management of organization’s competitiveness.

Key words: competitiveness, marketing strategy, marketing, benchmarking, SWOT
analysis.
JEL Classification: L74, M31

1. INTRODUCTION

Modern marketing is the result of competitive rivalry between companies. In the
development of competitiveness, three periods can be pointed out which define the
principal conceptions.

The conception of production pursued the goal of satisfying consumers’ needs and
th
continued until the beginning of the 20 century. Its motto was “Produce as much as
you can – market demands are limitless”.

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