Evaluating the Relative Efficacy of the Marketing Function in the Construction Complex of Ukraine‪.‬

Abstract The break up of the USSR pushed 15 constituent states into a transition phase from a regulated economy to a free market style one. Partially, this involved the wholesale importation of a variety of theories, strategies, and operational plans. This paper seeks to examine the efficiency of the use of the marketing communications mix in medium and large firms in the Ukraine's construction complex during the transition period to a market oriented economy. In order to do so, a survey of the most significant, privately owned firms in the industry was conducted. A variety of quantitative measures were employed, including econometric estimates and certain elasticity coefficients that allowed us to asses existing tendencies in the industry, identify problems, and to make tentative recommendations. (JEL C50, F20, L10)