Marketing for Architects and Engineers: A new approachProfessional 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. |
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activities approach architects and engineers become beginning benefits building called changes Chapter client commission complex concerned construction industry consumer cultural cultural consumption deal defined design professionals detail direct discussed economic effect environment establish example exhibition existing experience face factors firm forces future global ideas identify important increased individual influence integration interests internal involved issues lead limited long-term look market positioning marketing discipline marketing effort marketing strategy meet methods Northern Architecture Centre offer operation opportunity organization particular Paul perceptions period possible practice present problems procurement programme promotion reach reason reflect regional relationship response result scenario planning sectoral infrastructure selected stages strategic mapping strong success suggested superpositioning synthesis marketing technical tion understanding values