Subject headings, (keywords)

CONTENT
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INTRODUCTION ............................................................................................... 1 MARKETING COMMUNICATIONS ............................................................... 3 Marketing communications and their role .................................................. 3 Consumer response to marketing communications .................................... 4 Communication objectives within response hierarchy model ...... 4 Buyers decision making process .................................................. 7 Marketing communications tools ............................................................. 10 2.3.1
Non-personal communication tools ............................................ 10 Personal communication tools .................................................... 15 Marketing communications planning ....................................................... 17 Integrated marketing communications ..................................................... 21 MARKETING COMMUNICATIONS IN SMES AND IN THE CONSTRUCTION BUSINESS ................................................................................... 22 Marketing communications in SMEs ....................................................... 22 3.1.1
SMEs and entrepreneurial marketing .......................................... 23 Marketing communications tools in SMEs ................................. 25 Specifics of the construction business ...................................................... 31 Construction general contractor’s operations .............................. 31 Marketing communications and the construction business ......... 32 METHODOLOGY ............................................................................................ 36 Introduction of the case company. 36 General description of the company’s operations ....................... 36 Background information for the research ................................... 38 The research question and objectives .......................................... 39 Qualitative research methods ................................................................... 40 4.2.1
Semi-structured interviews .......................................................... 41 Review of the Internet sources .................................................... 41 Data collection .......................................................................................... 42 4.3.1
Semi-structured interviews .......................................................... 42 Review of the Internet sources .................................................... 44 Data analysis ............................................................................................. 46 RESEARCH RESULTS .................................................................................... 47 Interviews ................................................................................................. 47

The owner-manager of the case company ................................... 48 Individual buyer 1 ....................................................................... 52 Individual buyer 2 ....................................................................... 56 Review of the Internet sources ................................................................. 59 Marketing communications channels .......................................... 59 5.2.2
Benchmarking ............................................................................. 64 Additional results ........................................................................ 67 CONCLUSIONS ............................................................................................... 68 Suggestions developed based on the results ............................................. 68 Further considerations .............................................................................. 72 Evaluation of the research ........................................................................ 72 CONCLUDING REMARKS ............................................................................. BIBLIOGRAPHY ........................................................................................................ LITERATURE ............................................................................................................. 78
APPENDICES

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