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Architect's Essentials of Marketing

ISBN-10: 0471463647
ISBN-13: 9780471463641
Edition: 2005
Authors: David Koren
List price: $50.00 Buy it from $24.19
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Description: David Koren offers step-by-step instruction on how to create a successful marketing strategy, how to manage the business development cycle for building a business & acquiring clients, & how to develop & use a host of marketing tools & resources  More...

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Book details

List price: $50.00
Copyright year: 2005
Publisher: John Wiley & Sons, Incorporated
Publication date: 9/17/2004
Binding: Paperback
Pages: 288
Size: 5.50" wide x 8.25" long x 0.75" tall
Weight: 0.748
Language: English

David Koren offers step-by-step instruction on how to create a successful marketing strategy, how to manage the business development cycle for building a business & acquiring clients, & how to develop & use a host of marketing tools & resources including consultants, technologies, & education.

DAVID KOREN is Marketing Director for Gensler's 250-person New York office where he is responsible for marketing strategy, strategic alliances, market research, and public relations. Koren is co-chair of the marketing committee of the AIA New York chapter and is an active member of the Society for Marketing Professional Services.

Acknowledgments
Introduction: I Don't Really Have to Do This, Do 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
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
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?
Bibliography
Index

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