Customer-oriented marketing of a construction company

This bachelor thesis deals with the issue of marketing communication of a construction company with a focus on the creation and understanding of goodwill. The theoretical part describes the basic concepts of market, marketing, goodwill and information retrieval process. The practical part evaluates the current state of the construction market, taking into account the marketing strategies and the related creation and maintenance of goodwill. Subsequently, proposals for procedures for strengthening the goodwill of the companies under review are presented