Architect's Essentials of Marketing

Name: Architect's Essentials of Marketing
Price: 7.57 USD
Availability: InStock
ISBN: 9780471463641

ISBN-10: 0471463647

ISBN-13: 9780471463641

Edition: 2005

Authors: David Koren

List price: $55.95

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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.

Book details

List price: $55.95
Copyright year: 2005
Publisher: John Wiley & Sons, Incorporated
Publication date: 9/17/2004
Binding: Paperback
Pages: 288
Size: 5.37" wide x 8.56" long x 0.75" tall
Weight: 0.748
Language: English

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