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Informationen zum Autor 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. Klappentext Easy access to crucial marketing information for design professionalsFind the concise, practical business information you need right now in the Architect's Essentials of Professional Practice Series. These authoritative guides quickly make you an instant expert on the best business practices crucial for success in today's design and construction professions. Each portable, affordable, user-friendly volume gives you:* Authoritative advice from leading national figures* Flip-and-find access to critical business information* Bulleted lists and callout boxes for quick reference* Clear, insightful explanations of complex business topicsFor design firms that want to take control of their marketing plans and increase business, Architect's Essentials of Marketing is the single-source guide with all the answers. Through concise, step-by-step instructions, it illuminates all aspects of creating a winning marketing strategy and covers how to leverage a variety of marketing tools and resources. Valuable, real-world guidance from an industry-leading marketing professional addresses how to manage the business development cycle to acquire clients and build your business.Packed with field-tested tips and techniques that can be implemented right away, Architect's Essentials of Marketing is an essential go-to guide for architects, landscape architects, urban designers, and interior designers. Zusammenfassung Easy access to crucial marketing information for design professionalsFind the concise, practical business information you need right now in the Architect's Essentials of Professional Practice Series. These authoritative guides quickly make you an instant expert on the best business practices crucial for success in today's design and construction professions. Each portable, affordable, user-friendly volume gives you:* Authoritative advice from leading national figures* Flip-and-find access to critical business information* Bulleted lists and callout boxes for quick reference* Clear, insightful explanations of complex business topicsFor design firms that want to take control of their marketing plans and increase business, Architect's Essentials of Marketing is the single-source guide with all the answers. Through concise, step-by-step instructions, it illuminates all aspects of creating a winning marketing strategy and covers how to leverage a variety of marketing tools and resources. Valuable, real-world guidance from an industry-leading marketing professional addresses how to manage the business development cycle to acquire clients and build your business.Packed with field-tested tips and techniques that can be implemented right away, Architect's Essentials of Marketing is an essential go-to guide for architects, landscape architects, urban designers, and interior designers. Inhaltsverzeichnis Acknowledgments. Introduction: I Don't Really Have to Do This, Do I? Part I: Marketing Strategy: Start at the Start. 1. Strategic Planning: Getting to the Starting Line. 2. Branding: We Used to Call It Reputation. 3. Positioning: Finding Your Place in Your Markets. 4. Marketing Planning: Deciding How to Communicate to Your Markets. 5. Budgeting for Marketing: Knowing What You Can Spend. Part II: The Business Development Cycle: Getting the Job. 6. Targets and Opportunities: Finding and Pursuing Leads. 7. Brochures and Qualifications Packages: Who Are You? What Have You Done? 8. Proposals: Making an Offer. 9. Presentations: The Chemistry Test.
