Successful personal selling as an indicator of professional activity effectiveness of an architectural and construction company manager in the context of marketing complex transformation
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Date
2025-02-26
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Національний університет «Одеська політехніка»
Abstract
The research aims to study the impact of marketing complex transformation on the success of personal selling in architectural and construction companies. The concept of the ‘4Cs’ (consumer, cost, convenience, communication) is the subject of analysis. Special attention is given to the role of personal marketing and personalised approach to customers. These are important success factors in the modern business environment. It is concluded that architectural and construction managers need to constantly improve their ability to communicate effectively, to be able to identify client needs and to make unique offers. On the basis of the study, a number of recommendations are proposed to optimise the personal selling strategy for architectural and construction companies. According to the authors, in order to achieve high results, it is necessary to implement a comprehensive strategy for the optimisation of personal selling, including the improvement of communication skills, individual approach to clients, creation of real value of offers and use of modern technologies.
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Keywords
manager, personal selling, architectural and construction company, marketing complex ‘4Cs’, individual marketing, personal selling strategy, manager’s efficiency, менеджер, персональний продаж, архітектурнобудівельна компанія маркетинговий комплекс «4C», індивідуальний маркетинг, сучасні технології, стратегія персонального продажу, ефективність менеджера
Citation
Makatora, D. A. Successful Personal Selling as an Indicator of Professional Activity Effectiveness of an Architectural and Construction Company Manager in the Context of Marketing Complex Transformation / Makatora, D. A., Kubanov, R. A., Kulikov, O. P. // Економіка: реалії часу. – 2025. – № 1(77). – С. 38-46.