Real Estate Marketing: Strategy, Personal Selling, Negotiation, Management, and Ethics

ISBN-13: 9780415724012 / Angielski / Miękka / 2014 / 320 str.

M. Joseph Sirgy

Opis

This title is specifically designed to educate real estate students with the art and science of the real estate marketing profession. The ideal textbook for undergraduate and graduate level classes in business school and professional/continuing education programs in real estate, this book will also be of interest to professional real estate entrepreneurs looking to boost their knowledge and improve their marketing techniques.

Spis treści

Part 1: Strategy in Real Estate Development Firms   1. Marketing Strategy   2. Product and Place Strategy   3. Pricing and Promotion Strategy   Part 2: Personal Selling—the Real Estate Agent   4. The Seller Representative   5. The Buyer Representative   Part 3: How Real Estate Agents Negotiate   6. The Social Psychology of Negotiation   7. Strategies and Tactics in Real Estate Negotiations   Part 4: Sales Management—the Real Estate Broker   8. Recruiting and Training Real Estate Agents   9. Motivating and Compensating Real Estate Agents   10. Leadership Issues   Part 5: Law and Ethics in Real Estate Marketing   11. Real Estate Marketing Law   12. Ethics in Real Estate Marketing   13. Code of Ethics in Real Estate Marketing

O autorze

M. Joseph Sirgy is Professor of Marketing and Virginia Real Estate Research Fellow at Virginia Polytechnic Institute and State University, USA.