Easy access to crucial business information for design professionals
Item #: 350-3647-04
ISBN: 0-471-46364-7
ISBN13: 978-0-471-46364-1
Author: David Koren Publisher: John Wiley & Sons Format: Paperback
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Find the concise, practical business information you need right now in the Architect's
Essentials of Professional Practice Series. These authoritative guides
make you an instant expert on the best business practices crucial for success in
today's design and construction professions.
Each portable, affordable, user-friendly volume gives you:
Authoritative advice from leading national figures
Flip-and-find access to critical business information
Bulleted lists and callout boxes for quick reference
Clear, insightful explanations of complex business topics
For design firms that want to take control of their marketing plans and increase
business, Architect's Essentials of Marketing is the single-source guide with
all the answers. Through concise, step-by-step instructions, it illuminates all
aspects of creating a winning marketing strategy and covers how to leverage a
variety of marketing tools and resources. Valuable, real-world guidance from an
industry-leading marketing professional addresses how to manage the business
development cycle to acquire clients and build your business. Packed with
field-tested tips and techniques that can be implemented right away, Architect's
Essentials of Marketing is an essential go-to guide for architects, landscape
architects, urban designers, and interior designers. 288 pp.
Architect's Essentials of Marketing - Table of Contents:
Acknowledgments
Introduction: I Don't Really Have to Do This, Do I?
Part I: Marketing Strategy: Start at the Start
Strategic Planning: Getting to the Starting Line
Branding: We Used to Call It Reputation
Positioning: Finding Your Place in Your Markets
Marketing Planning: Deciding How to Communicate to Your Markets
Budgeting for Marketing: Knowing What You Can Spend
Part II: The Business Development Cycle: Getting the Job
Targets and Opportunities: Finding and Pursuing Leads
Brochures and Qualifications Packages: Who Are You? What Have You
Done?
Proposals: Making an Offer
Presentations: The Chemistry Test
Design Competitions: High Risk and High Impact
Closing the Deal: Setting the Fee, Negotiating, and Signing the
Contract
Part III: Marketing Tools and Resources: Your Arsenal of Marketing Weapons
Research: Obtaining Market Intelligence
Knowledge Management: Systems for Tracking Information
Internal Communications: Getting the Message to Your Staff
Client Communications: Newsletters, Web Sites, Direct Mail,
Advertising, and Events
Media Relations and Awards: Communicating with the Press
Photography: Creating the Right Image
Marketing Staff and Consultants: Who Can Help You?
Evaluating Your Performance: Is Your Marketing Working?
Architect's Essentials of Marketing
