ДЕЛОВЫЕ И МЕЖКУЛЬТУРНЫЕ КОММУНИКАЦИИ. Учебник и практикум для академического бакалавриата
The article discusses the features of promoting construction materials in the market when the company is focused both on the consumer segment (B2C) and the professionals segment (B2B). Recommendations for marketers are given step by step, taking into account factors influencing the decision making process in the market of construction materials, and the behavioral features of different consumer groups.
The article touches upon two innovative approaches to corporate communication. One example deals with the development of information technologies, and the other tells about the elaboration of a principally new, both internal and external, communication system in a company.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.