Abstract
References
- Arslan, G., Kıvrak, S., and Tankişi, M. (2009) Factors Affecting Marketing Success for Construction Companies in the Housing Sector. Fifth International Conference on Construction in the 21st Century.
- Çako, S. and Çınar, C. (2012) YTÜ Master Thesis, A Study on the Criteria for Branding Contractor Construction
- Sector Companies in Turkey.Yıldız Technical University, Faculty of Architecture, İstanbul, Turkey. Dikmen, and M. T. Birgonul (2005) Strategic Perspective of Turkish Construction Companies, Journal of
- Management in Engineering,19(1), 33-40. Göncü, Ü. (2004) Konut Pazarlama Stratejileri. Yüksek Lisans Tezi, İ.T.Ü. Fen Bilimleri Enstitüsü, İstanbul.
- Hutchings, M. and Christofferson, J. (2001) Factors Leading to Construction Company Success: Perceptions of
- Small-Volume Residential Contractors. ASC Proceedings of the 37th Annual Conference. Kıvrak, S. and Arslan, G. (2008) Critical Factors to Company Success in the Construction Industry.World Academy of Science, Engineering and Technology.
- Kotler, P. (2003) Marketing Management. New Jersey, Prentice Hall.
- Polat,G. and Donmez, U. (2010) Marketing Management Functions Of Construction Companies:Evidence
- FromTurkish Contractors. Journal Of Civil Engineering And Management 16(2): 267–277. Strischek, D. (1998) Red Warning Flags of Contractor Failure. Journal of Lending & Credit Risk Management 80, (11), 40-47.
- Tuncel, K. (2011) Gayrimenkulde Pazarlama Süreci, Proje Yönetim A.Ş. Turgut Özal Bulvarı Gardenya Plaza-1 Kat 6
- Ethos Salonu Ataşehir/İstanbul. Yisa, S.and Ambrose, B. (1996) A Review of Changes in the UK Construction Industry: Their Implications for the Marketing of Construction Services. J. Mark., 30 (3): 47-64.
- Yüksel, Y. (2003) Konut Mekanı Kavramının Tipolojik Temelleri.İTÜ Mimarlik Fakültesi Matbaası, İstanbul.
AN ANALYSIS OF FACTORS AFFECTING UNDERSTANDING AND APPLICATIONS OF BRANDED HOUSING PROJECT MARKETING AROUND THE ISTANBUL METROPOLITAN AREA
Abstract
Marketing is a quite crucial topic for success in the current competitive environment. Efficient and effective marketing practices will allow the companies to grow and to be more successful. Companies can gain competitive advantage by developing various marketing strategies. The objective of this study is to research the factors affecting the understanding and applications of ‘branded housing project marketing’ around the Istanbul metropolitan area. Branding and market positioning depend on fulfillment of certain conditions and key criteria. The criteria such as the structure of companies, product quality, professional services, and marketing and communication perspectives all constitute a quite important process in the enhancement of the perceived value of the company. Companies should be aware that it is highly vital to create brand in order to benefit from the advantages of the brand such as creating differentiation, positive high-quality corporate and brand image and customer loyalty and resolution. Today, the number of construction companies carrying out branded housing projects is quite high. It has been observed that the activities regarding branding are quite prevalent in construction industry. In line with this, every housing project should have its own identity and brand image. Especially in business fields with higher economic value such as residential real estate sector, marketing and sales activities display unique characteristics.
References
- Arslan, G., Kıvrak, S., and Tankişi, M. (2009) Factors Affecting Marketing Success for Construction Companies in the Housing Sector. Fifth International Conference on Construction in the 21st Century.
- Çako, S. and Çınar, C. (2012) YTÜ Master Thesis, A Study on the Criteria for Branding Contractor Construction
- Sector Companies in Turkey.Yıldız Technical University, Faculty of Architecture, İstanbul, Turkey. Dikmen, and M. T. Birgonul (2005) Strategic Perspective of Turkish Construction Companies, Journal of
- Management in Engineering,19(1), 33-40. Göncü, Ü. (2004) Konut Pazarlama Stratejileri. Yüksek Lisans Tezi, İ.T.Ü. Fen Bilimleri Enstitüsü, İstanbul.
- Hutchings, M. and Christofferson, J. (2001) Factors Leading to Construction Company Success: Perceptions of
- Small-Volume Residential Contractors. ASC Proceedings of the 37th Annual Conference. Kıvrak, S. and Arslan, G. (2008) Critical Factors to Company Success in the Construction Industry.World Academy of Science, Engineering and Technology.
- Kotler, P. (2003) Marketing Management. New Jersey, Prentice Hall.
- Polat,G. and Donmez, U. (2010) Marketing Management Functions Of Construction Companies:Evidence
- FromTurkish Contractors. Journal Of Civil Engineering And Management 16(2): 267–277. Strischek, D. (1998) Red Warning Flags of Contractor Failure. Journal of Lending & Credit Risk Management 80, (11), 40-47.
- Tuncel, K. (2011) Gayrimenkulde Pazarlama Süreci, Proje Yönetim A.Ş. Turgut Özal Bulvarı Gardenya Plaza-1 Kat 6
- Ethos Salonu Ataşehir/İstanbul. Yisa, S.and Ambrose, B. (1996) A Review of Changes in the UK Construction Industry: Their Implications for the Marketing of Construction Services. J. Mark., 30 (3): 47-64.
- Yüksel, Y. (2003) Konut Mekanı Kavramının Tipolojik Temelleri.İTÜ Mimarlik Fakültesi Matbaası, İstanbul.
Details
| Journal Section | Articles |
|---|---|
| Authors | |
| Publication Date | March 29, 2015 |
| Published in Issue | Year 2015 Volume: 2 Issue: 1 |
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