A strategic model to change the social image of the construction industry

Abstract

In this article it is proposed an innovative marketing model developed in order to deal with the nasty image people have during the construction process of any urban development. It is based upon strategic planning and management paradigms, involving a situation analysis, a resource and competency analysis, the clear definition of mission and objectives of the urban plans and projects, and the establishment, through the use of the marketing rationale and tools, of a strategy and such ways of its practical implementation that generate the citizensŽ involvement and collaboration. This knowledge of the interconnections of the urban plans and projects, their consequences to citizensŽ everyday life, and the democratic participation of citizens will assure the success of implementation of city development that stands upon the promotion of the quality of life