Architect's Essentials of Marketing / Edition 1

Architect's Essentials of Marketing / Edition 1

by David Koren
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Architect's Essentials of Marketing / Edition 1

Easy access to crucial marketing information for designprofessionals
Find the concise, practical business information you need right nowin the Architect's Essentials of Professional Practice Series.These authoritative guides quickly make you an instant expert onthe best business practices crucial for success in today's designand construction professions. Each portable, affordable,user-friendly volume gives you:
* Authoritative advice from leading national figures
* Flip-and-find access to critical business information
* Bulleted lists and callout boxes for quick reference
* Clear, insightful explanations of complex business topics
For design firms that want to take control of their marketing plansand increase business, Architect's Essentials of Marketing is thesingle-source guide with all the answers. Through concise,step-by-step instructions, it illuminates all aspects of creating awinning marketing strategy and covers how to leverage a variety ofmarketing tools and resources. Valuable, real-world guidance froman industry-leading marketing professional addresses how to managethe business development cycle to acquire clients and build yourbusiness.
Packed with field-tested tips and techniques that can beimplemented right away, Architect's Essentials of Marketing is anessential go-to guide for architects, landscape architects, urbandesigners, and interior designers.

Product Details

ISBN-13: 9780471463641
Publisher: Wiley
Publication date: 09/17/2004
Series: Architect's Essentials of Professional Practice Series , #15
Pages: 288
Product dimensions: 8.50(w) x 5.50(h) x 0.65(d)

About the Author

DAVID KOREN is Marketing Director for Gensler’s 250-person New York office where he is responsible for marketing strategy, strategic alliances, market research, and public relations. Koren is co-chair of the marketing committee of the AIA New York chapter and is an active member of the Society for Marketing Professional Services.

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Table of Contents


Introduction: I Don’t Really Have to Do This, Do I?

Part I: Marketing Strategy: Start at the Start.

1. Strategic Planning: Getting to the Starting Line.

2. Branding: We Used to Call It Reputation.

3. Positioning: Finding Your Place in Your Markets.

4. Marketing Planning: Deciding How to Communicate to YourMarkets.

5. Budgeting for Marketing: Knowing What You Can Spend.

Part II: The Business Development Cycle: Getting theJob.

6. Targets and Opportunities: Finding and Pursuing Leads.

7. Brochures and Qualifications Packages: Who Are You? What HaveYou Done?

8. Proposals: Making an Offer.

9. Presentations: The Chemistry Test.

10. Design Competitions: High Risk and High Impact.

11. Closing the Deal: Setting the Fee, Negotiating, and Signingthe Contract.

Part III: Marketing Tools and Resources: Your Arsenal ofMarketing Weapons.

12. Research: Obtaining Market Intelligence.

13. Knowledge Management: Systems for Tracking Information.

14. Internal Communications: Getting the Message to YourStaff.

15. Client Communications: Newsletters, Web Sites, Direct Mail,Advertising, and Events.

16. Media Relations and Awards: Communicating with thePress.

17. Photography: Creating the Right Image.

18. Marketing Staff and Consultants: Who Can Help You?

19. Evaluating Your Performance: Is Your Marketing Working?



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