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Marketing Handbook: For the Design and Construction Professional Published by: BNi Building News If you ever needed a book that explained the process of marketing for the building profession, this is it. Here you’ll learn how to conduct market research, find your niche, develop strategies, develop a marketing budget, keep accurate sales tracking, create catalogs, brochures and web sites, and how to measure the success of your marketing programs.Written by an impressive array of authors, this book contains all the knowledge you need to get started making your construction company grow in the direction you want it to take. The roadmap and ideas are all here. For the Design & Construction Professional Society for Marketing Professional Services The society for Marketing Professional Services (SMPS) was chartered more than 25 years ago to serve the needs of individuals who market architectural, engineering, interior design, construction, and related services that create the built environment. Through it’s formation and growth, SMPS created the profession of professional services marketing. Today, marketing is an integral part of almost all the services that design and build the environment in which we live, work, and play. Over the years, SMPS has helped create and identify the leaders in this profession. It is those leaders who were called upon to revise and expand the Handbook for Marketing Professional Services. The original first edition of this handbook was created to fill a gap that existed in the literature of marketing. While much has been written about product marketing, little has been written about services marketing and even less about marketing services for the built environment. When SMPS created its Certified Professional Services Marketer Program, the need for marketing again become apparent. In this new edition, many of the original authors, have updated their material and eight new chapters have been added. Many of these new chapters are reflective of how mature and complex the process of marketing professional services has become. This new edition of Marketing Handbook for The Design & Construction Professional is destined to become an indispensable resource and a well-worn volume on the bookshelves of those involved in marketing professional services for the built environment. 1.1 Marketing Research: The Road to Profits, 11 1.2 Strategic Planning and Marketing 1.3 Market-Driven Versus Client-Driven Marketing, 37 1.4 Clear Company Direction: The Deciding Factor in Business 1.5 The Niche Strategy: A Stronger Way to Compete, 61 1.6 International Marketing, 73 1.8 The Use of Technology in Marketing, 89 1.9 Marketing Implementation Planning: Striving 1.10 Quality/ISO 9000 as a Marketing Tool, 109 Part 2: Sales and Business - Development 2.1 Sales and Business Development, 123 2.2 Networking: Lead Development 2.3 Professional Organizations, 135 2.5 Lead Tracking and Sales Reporting, 147 3.1 The "Go" or "No Go" Decision: Choices and Consequences, 165 3.2 Joint Ventures, Alliances, & Teaming Strategies, 171 3.3 Marketing the Design-Build Team, 181 3.4 Proposals/Qualifications, 191 3.5 Winning Presentations, 215 3.6 SF 254/255 Preparation, 223 3.8 Marketing During Project Execution, 237 4.1 Communications Planning, 255 4.3 Image and Corporate Identity: Strategically Positioning 4.4 Guidelines for Working with the Media, 279 4.5 Brochures, 289 4.6 What Is Advertising and How Can It Be Used to Benefit the Professional Services Firm?, 299 4.7 Publicity in Good Times and Bad, 313 4.8 The Visual Voice of Photography, 327 4.9 Using Trade Shows to Achieve Marketing Objectives, 335 4.10 Web Site Development, 345 4.11 Awards as a Compelling Marketing Strategy, 361 4.12 Newsletters That Sing, 369 4.13 Creating Special Events, 389 5.1 Marketing Personnel: How Many Do You Need?, 395 5.2 Staff Development: Creating Rainmakers, 401 5.3 Balancing Marketing and Operations, 409 5.4 Internal Marketing: Keeping Your Firm Motivated, 421 5.5 Measuring Marketing Success, 431 5.6 Financial Information for Marketers, 437 5.7 Value Pricing: Don't Wait for Tomorrow!, 443 5.8 Marketing Factors to Consider Prior to an Acquisition, 5.10 Key Areas of Potential Marketing Liability, 469 (please look at our rules and privacy policy) |
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