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| Category: Business:Marketing | |
| About the Book | |
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Until
the 1980s, formalized marketing efforts in the design and construction
industries were an afterthought. Company owners and executives largely
relied on existing clients and the "Good Old Boys" network to bring
in the next project and the project after that. But that all changed
with the economic downturn of the early 1990s. Professional service
and construction firms could no longer rely on their existing network
of contacts?-they needed sophisticated business development programs
encompassing all aspects of sales and marketing. Scott Butcher has been in the A/E/C (architecture/engineering/construction) industry for over a decade and has seen a lot change. One thing that hasn't changed, however, is the need to target quality prospects, differentiate your firm from the competition, promote capabilities and value, and deliver a competent solution at a fair price within a reasonable schedule. In Marketing in the Building Industry, Scott looks at a number of aspects of design and construction marketing. The e-book features a collection of eight previously published articles, as well as several new articles and two comprehensive reports: "Sales Planning for Professional Services Firms" and "Marketing Planning for Professional Services Firms." Whether you are just entering the field of A/E/C marketing or are a seasoned professional, whether you have a business background or a technical background, "Marketing in the Building Industry" will not only give you a great overview of the business development process, but also a number of ideas to enhance your current marketing program. Table of Contents: + Marketing Planning for Professional Services Firms + Sales Planning for Professional Services Firms + Structuring for Business Development + Branching Out: Market Expansion Through Satellite Offices + Does the Internet Herald the Death of Customer Service? + Is Your Web Site Giving Away Too Much Information? + A Few Tips on Creating a Web Presence + Low Cost Public Relations + Open Houses as a Marketing Tool: A Case Study + Does Your Corporate Image Need a Brand-Aid? + Life in the Jungle: A Guerilla Marketing Primer + Promoting Name Recognition Through Direct Mail Scott Butcher is a Certified Professional Services Marketer (CPSM) through the Society for Marketing Professional Services (SMPS). Scott has been a certified marketing professional since 1993 and was one of the first professionals in the country to achieve this designation. His articles have been published by the Society for Marketing Professional Services, PSMJ Resources, National Electrical Contractors Association, Society of American Military Engineers, and "Pennsylvania Contractor," among others. Who should read Marketing in the Building Industry? + Principals + Project Managers + Marketing Managers & Directors + Marketing Coordinators + Business Development Representatives + Architects + Interior Designers + Engineers (structural, civil, HVAC, electrical, plumbing, fire, environmental, transportation, etc.) + Construction Managers + Program Managers + Contractors + Specialty Contractors + A/E/C/ Marketing & Management Consultants + Students Contemplating an A/E/C career
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| About the Author | |
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Scott D. Butcher is the author of publications on marketing, tourism, and economic development. He is a Certified Professional Services Marketer, and has directed the marketing programs for several professional firms. Scott holds a B.S. in Marketing from Penn State and a Certificate in Professional Photography from NYIP. |