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Marketing Green Building Services Strategies for Success

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ISBN-10: 0750684747

ISBN-13: 9780750684743

Edition: 2008

Authors: Jerry Yudelson

List price: $63.95
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Marketing Green Building Services: Strategies for Success presents all the information key decision-makers need to respond to the fast-growing market for green buildings, design and construction services and products. Completely updated, revised and expanded from the author??'s previous works, this book is the one resource you need to succeed in the green building marketplace. With a sound grounding in contemporary marketing theory and practice, the book assembles hard-to-find information to assist executives and partners in design and construction firms in crafting competitive strategies that build on their firm??? strengths, while shoring up their weaknesses. Since most design and…    
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Book details

List price: $63.95
Copyright year: 2008
Publisher: Routledge
Publication date: 10/30/2007
Binding: Paperback
Pages: 312
Size: 7.75" wide x 9.25" long x 0.75" tall
Weight: 1.628
Language: English

Jerry Yudelson is the president of Yudelson Associates, green building consultants. He has trained over 3,000 people in the LEED green building rating system. He chairs Greenbuild, the world's largest green building conference, and has written six books on green building, including Green Building A to Z (New Society Publishers).

Preface and Acknowledgments
Purpose of this book
Organization of this book
The future of green buildings
Social and cultural change
Technological changes
Economic changes
Political and legal changes
Industry practices
Certification programs
The marketing dilemma
The Green Building Market
What is a Green Building?
Green building characteristics
The LEED rating systems
Other green building rating systems
Typical green building measures
The case for high-performance buildings
Drivers of green building market growth
Barriers to green building market growth
Today's Green Building Market
Green building market leaders
Green building market surveys
LEED project trends in 2007
Current market impact of green buildings
LEED rating system use
Use of certification programs for green building projects
The Business Case for Green Buildings
Incentives and impediments to green buildings
Benefits that build a business case
Who benefits?
Costs of Green Buildings
High-performance on a budget
Cost drivers for green buildings
The 2003 cost study for the State of California
Davis Langdon cost studies
The 2004 General Services Administration Cost Study
Soft costs for green building projects
The green schools report
Using integrated design to reduce costs
Vertical Markets for Green Buildings
Commercial offices
Educational buildings
Public facilities
Healthcare and hospital facilities
High-rise housing
Specialty Markets for Sustainable Design
Green commercial interiors
Existing building sustainability upgrades
Urban planning and design
Mixed-use development
Greening the retail sector
Green hotels and resorts
Large public facilities: transportation and sports
International markets
Green Building Technologies
Green roofs
Demand for specific green building measures in LEED-NC certified projects
Energy-efficient technologies
Marketing certified wood products for green building projects
Marketing solar energy systems
Experiences of Green Building Marketing
Surveys of green building marketing
One firm's approach: Bruner/Cott Architects
Case study: SERA Architects, Inc.
Recommendations for marketers and practitioners
Case study: Thomas Hacker Architects, Inc.
A fundamental marketing problem
Case study: Turner Construction Company
Marketing Sustainable Design Services
Contemporary Marketing Theory and Practice
Understanding the "diffusion of innovations"
Green buildings as an innovative product
Two other ways to understand innovation diffusion
Understanding segmentation, targeting, positioning and differentiation
Competitive strategy
Particular issues for marketing green building services
Sustainable Design Marketing Tactics
Who is using LEED?
Roles of building professionals
Case study: Green building roles for structural and civil engineers
Greening a design firm
Assessing sustainable design marketing strategy
Integrating sustainable design into marketing programs
Business development
Marketing tactics that work
Developing a sustainable design focus
Integrating green design and marketing activities
Using diffusion theory to focus your marketing efforts
Case study: Mithun
Challenges by Green Marketing Dynamics
Marketing requirements for service firms
Changing the DNA of a design firm
Changing the DNA of a major construction firm: Swinerton Builders
The people problem
The Future of Green Building Marketing
Seven Keys to Sustainable Design Marketing
The seven keys
Marketing as an evolving strategy
Understanding the demand for green buildings
Designing marketing materials
Ensuring client satisfaction after project completion
The Future of Green Buildings
Green building growth rates by market sector
Commercial green building growth rates
The rapid rise of the green residential sector
The larger picture: carbon reduction
Continuing barriers to green buildings and green development
Future LEED versions
Beyond LEED
Green Building Resources
Selected articles
LEED Rating Systems Comparison
Acronym Reference List
Author Biography