Marketing for Architects and Engineers: A new approach

by Richardson; Brian

• ISBN13: 9780419202905
• ISBN10: 0419202900
• Format: Nonspecific Binding
• Copyright: 1996-11-01
• Publisher: Taylor & Franci

Summary

Professional services marketing is a relatively new form of marketing that has been recogonised only since the late 1980s. Most of the attempts to write about marketing for professional services have been a regurgitation of the traditional marketing approach that has evolved since the 1960s and have concentrated on minor differences and adjustments. In many ways, what is needed is a fresh approach which takes into account the complex political, social, economic, legislative and cultural backdrop and provides a way for design professionals, such as architects and engineers, to look to the future. This book does just that.

Table of Contents

Foreword	ix
Acknowledgements	xi
Introduction	1	(4)
Markets and marketing	5	(22)
The marketing function	5	(2)
Past and future marketing	7	(1)
The marketing discipline and a `crisis of abundance'	8	(3)
Marketing and professionalism	11	(1)
Core, actual and augmented services	12	(1)
A marketing philosophy	13	(7)
Listen to clients and understand the client's perspective	13	(1)
Manage the marketing effort	13	(1)
Develop a long-term vision and be consistent for success	14	(2)
Match quality work with quality service	16	(1)
Cooperate as well as collaborate	17	(1)
Influence as well as control	18	(1)
Adopt a simple, systematic and sustained approach to marketing	19	(1)
Market to the sectoral infrastructure as well as the client	19	(1)
Misperceptions and misunderstandings	20	(1)
The level of formalization	21	(1)
Internal marketing, marketing services and service marketing	21	(2)
Service marketing	21	(1)
Marketing services	21	(2)
Internal marketing	23	(1)
Market reach	23	(1)
Total quality management (TQM) and marketing	23	(2)
Marketing and culture	25	(2)
Scenario planning	27	(21)
Scenario planning explained	27	(6)
Identify the trigger	28	(2)
Establish cultural and market position	30	(1)
Iterative viewing	30	(1)
Plot development	31	(1)
Strategic mapping	32	(1)
How long will scenario planning take?	32	(1)
Post-Fordism and scenario planning	33	(3)
Cultural consumption	36	(1)
Globalization	37	(2)
Market positioning, superpositioning and co-positioning	39	(4)
The Transart story	43	(3)
The Transart story: comments	46	(2)
Synthesis marketing	48	(18)
Synthesis marketing explained	48	(3)
The transition from traditional to synthesis marketing	51	(1)
Synthesis and relationship marketing	51	(2)
Synthesis marketing and cultural consumption	53	(2)
Cultural positioning	55	(1)
The decision making unit (DMU)	55	(2)
Communication and influence	57	(1)
Synthesis marketing management	57	(1)
The synthesis marketing process	58	(7)
The strategic marketing plan	58	(2)
The period before new client contact	60	(1)
The marketing funnel	61	(3)
Marketing during the commission	64	(1)
After completion marketing and repeat business	64	(1)
The cost of synthesis marketing	65	(1)
Strategic mapping	66	(17)
What is strategic mapping?	66	(1)
Pre-emptive marketing	67	(2)
The four marketing choices	69	(1)
The practice growth cycle	70	(1)
Strategic positioning	71	(2)
Vertical integration and disintegration	73	(3)
The experience of vertical integration and disintegration in the manufacturing sector	74	(1)
Vertical integration in the construction industry	75	(1)
Networking	76	(1)
Public sector procurement: legislative changes	77	(4)
Alternative strategies	81	(2)
A synthesis marketing programme	83	(18)
Marketing information systems	84	(3)
From client contact to winning the commission	84	(2)
During the commission	86	(1)
After completion	87	(1)
The marketing role	87	(1)
Exhibitions	88	(2)
Cold calling	90	(1)
Handling the media	91	(4)
Radio	91	(1)
Television	92	(1)
The press	93	(2)
Brochures	95	(1)
Conducting a client and sectoral infrastructure audit	96	(1)
Direct mail (mailshots)	97	(1)
Advertising	98	(1)
Surfing the Internet	98	(3)
Architecture centres: a marketing case study	101	(26)
The excluded middle	101	(2)
The Northern Architecture Centre: background	103	(2)
The Northern Architecture Centre: feasibility study	105	(1)
Marketing composition and repositioning	106	(1)
Scenario planning: first stage	107	(2)
The early marketing approach	109	(1)
A draft marketing strategy	110	(12)
Guiding principles	111	(1)
The markets for the Northern Architecture Centre	112	(1)
Arts, heritage and conservation	112	(1)
Market position: heritage and conservation	113	(1)
Branding	114	(1)
Newcastle Architecture Workshop	115	(1)
The Northern Architectural Association	116	(1)
The Centre for the Built Environment	117	(1)
Procurement and the regional construction industry	117	(3)
The role of the RIBA regional office	120	(1)
Tourism and the Northern Architecture Centre	121	(1)
The synthesis marketing strategy	122	(1)
Culture, community, construction	122	(1)
The cultural programme	123	(1)
Engagement with the community	123	(1)
The second scenario planning workshop (June 1995)	124	(2)
Final comment	126	(1)
Bibliography and references	127	(4)
Index	131