Construction marketing : a professional approach
著者
書誌事項
Construction marketing : a professional approach
T. Telford, c1992
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注記
Includes bibliographical references (p. 135-136) and index
内容説明・目次
内容説明
This book introduces the key principles of marketing and relates how these principles can be used to your advantage in the construction industry. It explains marketing strategy as the means of assessing where customers are likely to be, deciding what to offer them and what to say to them to persuade them to work with your firm, rather than with a competitor. Practical guidelines are offered for obtaining competitive advantage, for securing an initial meeting with a potential client, for the design and use of brochures and other publicity material, and for a host of other marketing and sales related activities . Finally, the book explains how to assess the effectiveness of your activities and make any necessary improvements. The book is essential reading for senior managers, engineers, and professionals wanting to be sure they maximise opportunities in their market place.
目次
* Marketing construction services * Marketing strategy * Markets, products and competition * Information * Getting the enquiry * Getting the contract * Image, identity and brochures * Secondary activities * Press and publicity * Meetings, interviews and negotiations * The marketing audit
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