Architect's Essentials of Marketing

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.

10. Design Competitions: High Risk and High Impact.

11. Closing the Deal: Setting the Fee, Negotiating, and Signing the Contract.

Part III: Marketing Tools and Resources: Your Arsenal of Marketing Weapons.

12. Research: Obtaining Market Intelligence.

13. Knowledge Management: Systems for Tracking Information.

14. Internal Communications: Getting the Message to Your Staff.

15. Client Communications: Newsletters, Web Sites, Direct Mail, Advertising, and Events.

16. Media Relations and Awards: Communicating with the Press.

17. Photography: Creating the Right Image.

18. Marketing Staff and Consultants: Who Can Help You?

19. Evaluating Your Performance: Is Your Marketing Working?

Bibliography.

Index.