Marketing for Architects and Engineers: A new approach

ISBN-13: 9780419202905 / Angielski / Miękka / 1996 / 148 str.

Spon; Brian Richardson

Opis

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 work develops a comprehensive marketing discipline that is relevant and applicable to both small and large practices. The 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.

Spis treści

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

O autorze

Linda Hutcheon