1st Edition

Marketing for Architects and Engineers
A new approach

ISBN 9780419202905
Published April 8, 2004 by Taylor & Francis
148 Pages

USD $115.00

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Book Description

Professional services marketing is a relatively new form of marketing that has been recogonized only since the late 1980s. Most of the attempts to write about marketing for professional services have been a regurgitation of the traditional marketing approach that has evolved since the 1960s and have concentrated on minor differences and adjustments. In many ways, what is needed is a fresh approach which takes into account the complex political, social, economic, legislative and cultural backdrop and provides a way for design professionals, such as architects and engineers, to look to the future. This book does just that.

Table of Contents

Introduction. Markets and marketing. Scenario planning. Synthesis marketing. Strategic mapping. A synthesis marketing programme. Architecture centres. Bibliography and references. Index.

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