دانلود کتاب Marketing for Architects and Engineers: A New Approach

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Book Cover......Page 1
Half-Title......Page 2
Title......Page 4
Copyright......Page 5
Contents......Page 6
Foreword......Page 11
Acknowledgements......Page 13
Dedication......Page 15
1 Introduction......Page 16
2.1 The marketing function......Page 20
2.2 Past and future marketing......Page 22
2.3 The marketing discipline and a ‘crisis of abundance’......Page 23
2.4 Marketing and professionalism......Page 26
2.5 Core, actual and augmented services......Page 27
2.6.1 Listen to clients and understand the client’s perspective......Page 28
2.6.2 Manage the marketing effort......Page 29
2.6.3 Develop a long-term vision and be consistent for success......Page 30
2.6.4 Match quality work with quality service......Page 31
2.6.5 Cooperate as well as collaborate......Page 32
2.6.6 Influence as well as control......Page 33
2.6.8 Market to the sectoral infrastructure as well as the client......Page 34
2.7 Misperceptions and misunderstandings......Page 35
2.8 The level of formalization......Page 36
2.9.3 Internal marketing......Page 37
2.11 Total quality management (TQM) and marketing......Page 39
2.12 Marketing and culture......Page 40
3.1 Scenario planning explained......Page 42
3.1.1 Identify the trigger......Page 44
3.1.3 Iterative viewing......Page 45
3.1.4 Plot development......Page 46
3.2 Post-Fordism and scenario planning......Page 48
3.3 Cultural consumption......Page 52
3.4 Globalization......Page 53
3.5 Market positioning, superpositioning and co-positioning......Page 54
3.6 The Transart story......Page 59
3.7 The Transart story: comments......Page 62
4.1 Synthesis marketing explained......Page 64
4.2 The transition from traditional to synthesis marketing......Page 67
4.3 Synthesis and relationship marketing......Page 68
4.4 Synthesis marketing and cultural consumption......Page 69
4.5 Cultural positioning......Page 71
4.6 The decision making unit (DMU)......Page 72
4.8 Synthesis marketing management......Page 73
4.9.1 The strategic marketing plan......Page 75
4.9.2 The period before new client contact......Page 77
4.9.3 The marketing funnel......Page 78
4.9.5 After completion marketing and repeat business......Page 81
4.10 The cost of synthesis marketing......Page 82
5.1 What is strategic mapping?......Page 83
5.2 Pre-emptive marketing......Page 84
5.3 The four marketing choices......Page 86
5.4 The practice growth cycle......Page 87
5.5 Strategic positioning......Page 89
5.6 Vertical integration and disintegration......Page 90
5.6.1 The experience of vertical integration and disintegration in the manufacturing sector......Page 91
5.6.2 Vertical integration in the construction industry......Page 92
5.8 Public sector procurement: legislative changes......Page 94
5.9 Alternative strategies......Page 98
6 A synthesis marketing programme......Page 100
6.1.1 From client contact to winning the commission......Page 101
6.1.2 During the commission......Page 103
6.2 The marketing role......Page 104
6.3 Exhibitions......Page 105
6.4 Cold calling......Page 107
6.5 Handling the media......Page 108
6.5.2 Television......Page 109
6.5.3 The press......Page 110
6.6 Brochures......Page 113
6.8 Direct mail (mailshots)......Page 114
6.10 Surfing the Internet......Page 116
7.1 The excluded middle......Page 119
7.2 The Northern Architecture Centre: background......Page 121
7.3 The Northern Architecture Centre: feasibility study......Page 123
7.4 Marketing composition and repositioning......Page 124
7.5 Scenario planning: first stage......Page 126
7.6 The early marketing approach......Page 127
7.7 A draft marketing strategy......Page 128
7.7.1 Guiding principles......Page 129
7.7.2 The markets for the Northern Architecture Centre......Page 130
7.7.3 Arts, heritage and conservation......Page 131
7.7.5 Branding......Page 132
7.7.7 The Northern Architectural Association......Page 134
7.7.8 The Centre for the Built Environment......Page 135
7.7.9 Procurement and the regional construction industry......Page 136
7.7.10 The role of the RIBA regional office......Page 138
7.7.11 Tourism and the Northern Architecture Centre......Page 139
7.8 The synthesis marketing strategy......Page 140
7.9 Culture, community, construction......Page 141
7.11 Engagement with the community......Page 142
7.12 The second scenario planning workshop (June 1995)......Page 143
7.13 Final comment......Page 144
Bibliography and references......Page 146
Index......Page 149