Abstract
The aim of the research is to evaluate the economic efficiency of marketing activities of Ukrainian construction companies’ management. That will increase knowledge and competitiveness of construction industry businesses in market environment. Methods of analysis, synthesis and generalization for processing statistical data during research have been used. Methodological and theoretical bases of research are based on the dialectical method of cognition the social and economic phenomena, complex approach to their analysis, modern achievements of national and foreign scholars in the field of construction companies marketing management. The article provides economic effect evaluation of marketing activities of building enterprises management. Dynamics of aggregate financial results, profitably construction companies share, the structure of revenues and expenditures, financial results of small, medium and large construction enterprises, profitability of operations, balance sheet and its structure have been analyzed in the article. Сonclusion has been made that construction enterprises received total negative financial results during 2008-2014. The losses of small and medium construction enterprises were growing significantly during 2010-2014. The positive levels of construction enterprises operational profitability was observed in 2011 and 2014. Economic effect evaluation of marketing activities of building enterprises management has been further developed in the article. Unlike other approaches, it reveals the current problems of the construction companies in the country and also meets the entities management needs adequately concerning strengthening of marketing efforts and achievement of positive business results in the market environment. Results of the study are recommended for use by Ukrainian building enterprises during the strategic, tactical and operational planning of their marketing activities. Further development implies a more detailed study of a particular region and type of construction to determine the factors which influence the enterprises’ management marketing activities most of all.
Keywords
building company, construction, financial results, economic efficiency, marketing activity.