This research is designed to study how to develop and implement effective marketing communication strategies for the Korean construction equipment firms.
The effective marketing communication is a key variable for the competitive advantage and differentiation among the companies in the matured Korean construction equipment market beyond the price competition.
To develop the strategies, the market characteristics that a few major firms are ruling the field and lending businesses show higher demand than the private usages of construction or manufacturing organizations should be considered. Integrated marketing communication which is a chemical, not physical combination of communication tools such as personal selling, advertising, sales promotion and publicity at a company scale is to reinforce the strategies.
The personal selling is a dominant tool for all segments. To list in order of importance the strategies especially for lending business to improve the productivity of personnal selling, sales promotion comes first and rerationship marketing, system selling, direct marketing, advertising, publicity should be following.
As supportive strategies, the synergy marketing with related affiliates and brand concept image management are suggested to expand and maintain the brand loyalty of current and potential customers.
