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