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Tables of Contents for Marketing for Architects and Engineers
Chapter/Section Title
Page #
Page Count
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