In this paper, the object is research and development work in construction and the subject is the marketing information model of synergy between the research and development and information process. Based on the previous and researched possibilities provided by internet technologies, marketing information-communication process has been defined where synergy between the internet and the development process in construction is envisaged. The basic conclusion arises from a number of advantages provided by information technologies, so the synergy of marketing and development process becomes more efficient.
Construction in every national economy is an activity of special interest and significance. This activity shares its destiny with other participants but can be an exceptional stimulator of recovery and progress of economic trends. Namely, construction follows the course of the rest of the economy in times of crisis, but it is investment that can give an incentive to get out of difficulties in any national economy. The basic reason for this research is the state of construction in Europe and the Republic of Croatia. The results of this research show the movement of the volume of construction works in the Republic of Croatia and the average of the 28 EU member states
It was determined that the volume of
construction works in the Republic of Croatia
until 2010 was above the EU-28 average, while
after 2010 it was constantly below the EU-28
average. This, in turn, would mean that the
economies of other member states, and then
their construction sectors, on average withstood
the crisis better than Croatia. Also, it can be
noticed that the volume of construction works
in the Republic of Croatia has been constantly
decreasing since 2008. Thus, in 2015, the
volume of construction works in the Republic
of Croatia was lower by as much as 32 percent
compared to 2010. [
Thus, some researchers have identified
non-traditional forms of communication that
occur during a crisis, including: Internet
marketing that uses the Internet as a source of
data, a means of exchanging information,
communication, but also a medium through
which companies and their products can be
promoted [
economic activity in its structure. Structurally, this activity consists of the design, construction and maintenance of facilities, and the production of construction materials and equipment.
The complexity of buildings is best seen from the analysis of their special features which are as follows: [14]
• Immovable buildings - they are produced on site.
• Large length of production process.
• Use of large amounts of reproductive material and equipment.
• Seasonal character of construction production • Individual character of production..
According to Figure 1, it all starts with the creation of ideas about a possible new object or the need to adapt known types of objects in accordance with the new processes that take place in them. In addition to the function, changes in buildings also depend on various climatic, safety and other restrictions, and in construction these are also requirements for new aesthetic solutions.
After selecting the best idea, you can start creating a conceptual project that contains the following: [14]
1. A unique description of the intervention in space containing a textual description and a graphic representation of the intervention in space,
2. Technical description of the intervention in the area
3. Data from geotechnical and other research works, if necessary,
4. Technical solution of a temporary
building, which contains a textual and graphic
part, if necessary for the implementation of
interventions in space.
demanding buildings or buildings where there
are, for example, differences in levels.
Execution project translated into simple
language can be extremely useful as a guide or
guide for masters and contractors. [
In the second half of the twentieth century
there was a rapid development of information
especially Internet technologies that enabled
the development of the economy and society as
a whole. In this sense, the Internet development
achievements that can help in the process of
development of buildings as complex products
in construction are investigated below. It all
started when a networked hypertext system was
developed for CERN called the World Wild
Web (www for short) that included HTML
language and HTTP protocol, so after installing
it on a computer, the first web server was
created. HTML (Hypertext Markup Language)
is a programming language used when creating
Web pages using standard codes, which is used
to define the appearance of a document. HTTP
(Hypertext Transfer Protocol) is a set of rules
that determine how two devices or programs
can communicate [16]. After the development
of the possibility of connecting and working
between two or more computers, the Web 1.0
portal was defined, which enabled the
connection of commercial with
noncommercial networks and communication itself
became more efficient and cheaper[
Every entrepreneur should open a Web portal on the most famous social networks, because this is the minimum that every particularly new entrepreneur should do. With this, they will master working on the Internet in a short time and discover new possibilities. This is especially true for market research, because with minimal costs it will determine the possible boundaries of the market segment and even the group of the most important customers and suppliers. After determining the market segment and the grouping of the most important customers and suppliers, the entrepreneur can proceed to the opening of a personalized Web portal [11]. In construction, this solves the problem of too much information and communicates only with the target group of customers and suppliers, which is also the transition to the phase of determining the market segment in the supply and sales market. After determining the target group of customers and suppliers, the conditions have been created for a more precise approach to the market public, and other platforms such as blog, twitter and especially CRM can be used for that. The most widely accepted definition of a blog is that it is actually an online diary, the author of which publishes various current comments, news, almost every day, which describe events about the company's business with photos and links. This is a very convenient way to communicate for consultation changes between already known business partners [17].
The development of Internet
technologies has enabled more precise and
secure connections with customers and
suppliers such as CRM (Customer Relationship
Management). CRM or customer relationship
management is the process of managing
interactions with existing as well as past and
potential customers. It is one of many different
approaches that allow a company to manage
and analyze its own interactions with its past,
present and potential customers [
• Individualization and personalization of marketing messages.
• All customers connected on one platform.
The main components of CRM are
building and managing customer relationships
through marketing, observing interpersonal
relationships by stages, then managing those
relationships at each stage and controlling the
distribution of information. The next form of
internet marketing communication is a forum
created by the technological evolution of
bulletin boards. Therefore, in a technological
sense, forums are Web applications that
manage user-generated content[
Additional opportunities that can
increase the effectiveness of marketing
activities in the process of building
development are social networks. We can
define them as a Web-based service that allows
an individual to create a (semi) public profile
and within a restricted system, articulate a list
of other users with whom he shares connections
and see and compare his contact list with those
made by other users within the system. [
networks, and on this occasion, Facebook,
Instagram and Linkedin will be especially
highlighted and most avaliable in practice. [
3.2. Marketing information and research process in the development of new buildings
Research and development work on the development of a new building is a very complex highly professional and activity in which, in addition to construction and architecture, other technical and economic staff should participate. Figure 2 just shows a symbiosis of marketing information with the development process into one information and communication system, where Internet technologies participate in each phase.
Figure 2. shows the marketing research and development process aimed at a new construction product, and in accordance with this process, an information process takes place in which Internet technologies are an effective aid. The basic premise for such an approach is that the company has a fully established involvement in all the necessary Internet technologies in order to be able to use all the opportunities provided by numerous platforms.
At the very beginning of the R&D process in order to develop a new building, Internet technologies can be included through a personalized website. Therefore, it can be concluded that information technologies can help in the development of new complex products in construction and ensure a lasting connection with target customers and suppliers and other parts of the relevant environment.
Research on the object and subject of this topic has shown that it is an important activity in construction because only the results of research and development work can be a guarantee of lasting competitiveness and thus profitability. In this sense, a common process of developing a new product in construction has been proposed, and that is a construction object. The analysis of the construction object shows that it is an extremely complex product, so its development consists of several complex activities. In addition, the development process is supported with Internet information technologies, which reduces costs throughout the process and increases overall efficiency.
Internet possibilities have been explored and the necessary applications proposed in all phases of the development process where the ultimate goal is the preparation of project documentation that covers the entire life from construction through maintenance or operation and, in some cases to recycling the facility. The aim of supplementing this topic may be to research the technical details related to the operation and maintenance of the new facility. In addition, new functional, environmental, static and design requirements and constraints will imply the need for constant additions and reconstructions of the already built facility, which will cause the need for new methods of maintenance and operation.
Previous considerations point to the conclusion that qualitative progress is needed in Croatian construction, and this is certainly more attention to research and development work. In this way, the construction company becomes more competitive and less dependent on other trends in the economy. The scientific contribution of this article is in the right definition of the research process with the aim of developing a new facility as the most complex product in construction. This is especially emphasized after the explored possibilities and synergies of Internet technologies in the development process, which is the starting point of this research process. Since the appropriate participation of databases and scientific institutions has not been determined, this is a certain limitation and reason for continuing the research.
value drivers, Industrial Marketing Management Vol. 37, p. 120–130, DOI: 10.1016/j.indmarman.2006.08.005 [11] Kim, W. (2002) Personalization: Definition, Status and Challenges ahead, Journal of Object Technology, Avaliable at: Http://www.jot.fm/issue_2002_05/colimn3/ , Retrieved: 2021-16-01. [12] Lacković, Z., (2005), Construction marketing, Construction faculty Osijek, p. 60. [13] Videokonferencija. Avaliable at: proleksis.lzmk.hr. Proleksis enciklopedija, Leksikografski zavod Miroslav Krleža, Retrieved: 2021-16-01. [14] Medanić,B., Construction management, Građevinski fakultet Osijek, 1997, p. 43. [15] Miletić, S., Vujović, T. (2010). Managerial and marketing innovations - the imperative of doing business in the post-crisis period. Faculty of Economics, University of Prishtina, Kosovska Mitrovica., p.375-391. [16] Ružić,D. (2003), e-Marketing, Ekonomic faculty Osijek,p.19. [17] Ružić,D., Biloš,A., Turkalj,D. (2009) eMarketing, Ekonomski fakultet, Osijek, p.26 [18] Sacks, R., | Faculty of Civil and Environmental Engineering, Avaliable at: technion.ac.il) BIM & LEAN Construction Technion–Israel Instute of Tehnology Retrieved: 2021-16-01. [19] Štefanić, N., Tošanović, N., Lean production, Fakultet of construction, Zagreb, Retrieved: 2021-16-01.