Marketing Green Building Services: Strategies for Success

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Routledge, 2008 - Architecture - 282 pages
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Marketing Green Building Services: Strategies for Success presents all the information key decision-makers need to respond to the fast-growing market for green buildings, design and construction services and products. Completely updated, revised and expanded from the author's previous works, this book is the one resource you need to succeed in the green building marketplace.

With a sound grounding in contemporary marketing theory and practice, the book assembles hard-to-find information to assist executives and partners in design and construction firms in crafting competitive strategies that build on their firm' strengths, while shoring up their weaknesses. Since most design and construction firms specialize in particular market sectors, the book systematically examines the important market segments for green buildings. It also presents key business case justifications for green buildings that help architects, engineers and builders to understand client motivations and respond to them with appropriate marketing tactics and communications strategies.

The book examines how the green building market is adopting certain new products and design approaches, information that will help manufacturers and product sales teams to craft appropriate marketing strategies. The book also helps owners and developers understand the green building business case and to find out what other leading-edge firms and projects have learned - how to market and sell green buildings and green developments in a highly competitive marketplace.

* Find out how leading-edge firms market and sell green buildings
* Develop strategies for success in this fast growing, constantly changing and highly competitive marketplace
* Learn how to understand client motivations and respond to them with appropriate marketing tactics and communications strategies

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About the author (2008)

Jerry Yudelson, PE, MS, MBA, LEED AP, is a professional engineer and a former board member of the U.S. Green Building Council (USGBC). He is founder and principal of Greenway Consulting Group, L.L.C., Tucson, Arizona. He is an expert in the USGBC's LEED green building rating system, and has trained more than 2,500 people in the LEED system since 2001. He has more than 25 years of experience with marketing renewable energy systems, building design and site planning services, environmental remediation, water conservation and waste management. He co-founded one of the green building industry's leading consulting firms, served for eight years as marketing and sustainability director for two leading consulting engineering firms. He writes and speaks frequently on marketing aspects of green buildings and developments to national and international audiences.

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