A importância do marketing de relacionamento para atração e fidelização de clientes: estudo de caso em uma construtora de imóveis / The importance of relationship marketing to attract and retain customers: a case study in a real estate construction company

Purpose – It is recognised that reputation is a relational construct; however the impact of stakeholders’ various relational dimensions on their perceptions to influence reputation is not widely understood. The purpose of this paper is to add to the current understanding of stakeholders’ relationships, interactions, their subsequent relational dimensions and its impact on stakeholders’ perceptions to further influence relational reputation. Design/methodology/approach – This paper takes a case study approach. Findings – The findings of this study recognise the impact of relationship marketing (RM) on the influence of stakeholders’ perceptions. It discusses how RM substantiate the pertinent authenticity (symbolises reputation), relevance and differentiation (represent brand positioning) of an organisation’s profile and/or their market offerings, in relation to the interest of the target market through the cause and consequence of stakeholder relationships and interactions to influence their perceptions. The findings acknowledge 11 RM dimensions that have relational implications to nurture stakeholders’ perceptions and subsequent relational reputation, which appear viable across industries and markets. Originality/value – Underlying the cause and consequence of stakeholder relationships and interactions; these 11 RM dimensions emerge as antecedents to form/reform relational reputation. Further academic and professional implications of the findings are briefly discussed.

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Content Strategy in Management of Communications

Independent Journal of Management & Production ◽

10.14807/ijmp.v12i3.1538 ◽

2021 ◽

Vol 12 (3) ◽

pp. s232-s242

Author(s):

Olha Balabash ◽

Valerii Ilin ◽

Nataliia Poprozman ◽

Inna Kuznetsova ◽

Dmytro Shushpanov ◽

...

Keyword(s):

Real Estate ◽

Supply And Demand ◽

Real Estate Market ◽

The Real ◽

The Real Estate ◽

Construction Company ◽

The Real Estate Market ◽

Content Strategy ◽

Alternative Sources ◽

The Web

The aim of the article is to substantiate the theoretical and methodological support for the formation and implementation of the content strategy of a construction company. The article considers the formation of content strategy, its place in the management of communications of the enterprise. The following methods were used in the course of the research: the method of statistical analysis (for the analysis of the tendency of the real estate market development of Ukraine); analysis, synthesis, logical and theoretical generalization – to specify the factors of supply and demand in the real estate market; graphical method, table method (to visualize the results of the study); method of calculating specific indicators of communicative activity (CPC (Cost Per Click), CPA (Cost Per Action), CTR (Click Through Rate)) for analysing trends in traffic to the company's website and identifying alternative sources of traffic. The specifics of developing a content strategy taking into account the peculiarities of the company's construction industry are shown. An analysis of trends in the real estate market of Ukraine is carried out based on official statistics. The dynamics of the volume of construction works is analysed, the housing price indices in Ukraine are determined and the factors of supply and demand in the real estate market are specified. The analysis of communicative efficiency of the web-system of the construction company is carried out, as a result of which, measures for improvement of management of its external communications by substantiation of variants of advancement on the Internet are developed. This is done by analysing trends in traffic to the company's website and identifying alternative sources of traffic. The developed measures will increase the efficiency of management of the construction company. The article proposed a procedure for analysing the web-system of a construction company based on attendance indicators and search activity, which allows identifying alternative sources of traffic and developing appropriate measures to manage communications of the enterprise in order to achieve their efficiency. The practical significance lies in the fact that the developed recommendations for the formation of the communication strategy of the construction company can be further used to intensify the promotion of the company's services in the real estate market and attract investment.

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The Importance of Implementing Buliding Information Modeling, Risk Analysis and its Impacts on a Real Estate Development: A Case Study

10.3850/978-981-18-2016-8_242-cd ◽

2021 ◽

Author(s):

Alexandre Gomes Vinagre ◽

Marcelo Póvoas ◽

Matheus Bastos de Almeida ◽

José Cristiano Pereira

Keyword(s):

Risk Analysis ◽

Real Estate ◽

Information Modeling ◽

Real Estate Development

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Appraisal of the Fischer-DiPasquale-Wheaton (FDW) real estate model and development of an integrated property and asset market model

South African Journal of Economic and Management Sciences ◽

10.4102/sajems.v7i2.1382 ◽

2004 ◽

Vol 7 (2) ◽

pp. 341-367 ◽

Cited By ~ 2

Author(s):

H Du Toit ◽

CE Cloete

Keyword(s):

Real Estate ◽

South African ◽

Stochastic Equations ◽

Market Model ◽

Asset Markets ◽

Asset Market ◽

Model Configuration ◽

Property Markets ◽

Micro Foundations

This paper provides a concise overview of the development of an integrated property and asset market model (IPAMM) for South African property markets, utilising the Pretoria office market as case study. The IPAMM simulates the interrelationships between property and asset markets in a diagrammatic quadrant model configuration. The Fischer-DiPasquale-Wheaton (FDW) real estate model, arguably the most advanced diagrammatic quadrant real estate model available at present, served as basis for the development of IPAMM. IPAMM is essentially a regression model based on a system of stochastic equations that captures the interrelationships between property and asset markets. The model advances beyond mere conceptualisation of these relationships to a quantified interpretation and application of the theoretical premises that represent the micro-foundations of economic behaviour in property and asset markets.

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