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Marketing for Architects and Engineers : A new approach - Brian Richardson

Marketing for Architects and Engineers

A new approach

Paperback

Published: 7th November 1996
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The author suggests that architects and engineers facing the challenges and changes of the construction marketplace in the next century need to develop a marketing agenda which can be supported and reinforced at every level. This book therefore develops a coherent and comprehensive marketing discipline that is relevant and applicable to both small and large practices. The new marketing discipline of scenario planning, synthesis marketing and strategic mapping is forward looking and intuitive - a radical move away from retrospective, analytical methods of traditional marketing. Brian Richardson argues that marketing in the late 1990s and beyond will be shaped and formed by synthesis rather than analysis with successful marketing strategies in the next century being based on a synthesis of social, cultural, political and economic factors; a demonstrable ability to bring together and manage a wide variety of project elements; a clear articulation of the benefits of intangibles such as design, quality and purpose.

Introduction
Markets and marketing
The marketing function
Past and future marketing
The marketing discipline and a 'crisis of abundance'
Marketing and professionalism
Core, actual and augmented services
A marketing philosophy
Misperceptions and misunderstandings
The level of formalization
Internal marketing, marketing services and service marketing
Market reach
Total quality management (TQM) and marketing
Marketing and culture
Scenario planning
Scenario planning explained
Post Fordism and scenario planning
Cultural consumption
Globalization
Market positioning, superpositioning and co-positioning
The Transart story
The Transart story - comments
Synthesis marketing
Synthesis marketing explained
The transition from traditional to synthesis marketing
Synthesis and relationship marketing
Synthesis marketing and cultural composition
Cultural positioning
The Decision Making Unit (DMU)
Communication and influence
Synthesis marketing management
The synthesis marketing process
The cost of synthesis marketing
Strategic mapping
What is strategic mapping? Pre-emptive marketing
The four marketing choices
The practice growth cycle
Strategic positioning
Vertical integration and disintegration
Networking
Public sector procurement - legislative changes
Alternative strategies
A synthesis marketing programme
Marketing information systems
The marketing role
Exhibitions
Cold calling
Handling the media
Brochures
Conducting a client and sectoral infrastructure audit
Direct mail (mailshots)
Advertising
Surfing the internet
Architecture centres
"The excluded middle"
The northern architecture centre - background
The northern architecture centre - feasibility study
Marketing composition and repositioning
Scenario planning - first stage
The early marketing approach
A draft marketing strategy
The synthesis marketing strategy
Culture, community, construction
The cultural programme
Engagement with the community
The second scenario planning workshop (June 1995)
Final comment
Bibliography and references
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780419202905
ISBN-10: 0419202900
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 148
Published: 7th November 1996
Publisher: Taylor & Francis Ltd
Country of Publication: GB
Dimensions (cm): 22.86 x 15.88  x 0.64
Weight (kg): 0.3
Edition Number: 1