Ulitskaya N.Yu.Published in:
Russian Journal of Entrepreneurship
– Volume 20, Number 4 (April 2019)

JEL classification: L26, L85, M31, O43

Keywords: cadastral services, entrepreneurship in the land market, land marketing, marketing of services, real estate services, valuation services, value of land-goods


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Abstract:

The development of the land market causes the need to study economic relations and relations between its subjects. In this paper, the modeling of services of firms of the land market on the basis of building a tree of goals and SWOT analysis, specifying the value of marketing, are given. The tendency of penetration of marketing in activity of firms in the market of the earth by means of carrying out focus groups in 2010-2011 and 2018-2019 with representatives of cadastral, estimated and realtor firms of the Penza region and their comparative analysis is proved. For the first time, the following trends are identified: intuitive use of marketing, increasing the education of employees of firms, the development of informal contacts with market participants, the development of partnerships, customer focus and the involvement of consumers in co-creation, with the help of group assessment by the method of expert panels. Work is focused on the interests of the researchers for the purposes of argument the scientific positions of marketing land, marketing practitioners and professional participants of the land market as a reference point to build a networking relationship.

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