THE ROLE OF THE COMMUNICATIONAL POLICY IN THE
  MARKETING ACTIVITY OF CONSTRUCTION ORGANIZATIONS

                       Iulian Patriche, Ph.D., ipatsib89@yahoo.com
                         Central Office of State for Special Issues


        Abstract: The specific elements of the communicational policy in the construction field
reports on the cooperation with all the factors which intervene in the accomplishment and
capitalization of the construction, outline of the publicity concept, way of including the
communication costs in the price, making and translation of the publicity messages,
involvement of the distribution partners in the making and translation of the promotion
activities, as well as determination of the publicity space. At the same time, the public
relations have a special importance in the construction field, because of the high number of
actors that intervene in the specific process and which constitute the public of the domain
organization: consumers, strategic partners and other collaborators, public authorities,
media, share-holders, the general public, etc. The construction organization must insure a
specific relational system, based on programs of actions for every category of actors.

       Key words: communication, communicational policy, marketing
       JEL code: M31