Estrategias de Marketing B2b para la comercialización de Insumos de Construcción

Abstract

The construction materials market is increasingly dominated by construction companies and consortia that demand products in large quantities, which is why B2B strategies, aimed at related companies immersed in the construction field, have increasingly greater relevance in the market. In this article, the objective was to carry out a description of the marketing strategies that are applied in companies dedicated to the marketing of construction supplies. A qualitative research with a descriptive study has been used. It is concluded that it is important to adapt these strategies to the specific characteristics of the construction market in Bolivia, considering cultural, regulatory and economic factors specific to the country.