Marketing green building services : strategies for success
著者
書誌事項
Marketing green building services : strategies for success
Elsevier/Architectural Press, 2008
- pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Marketing Green Building Services: Strategies for Success presents all the information key decision-makers need to respond to the fast-growing market for green buildings, design and construction services and products. Completely updated, revised and expanded from the author's previous works, this book is the one resource you need to succeed in the green building marketplace.
With a sound grounding in contemporary marketing theory and practice, the book assembles hard-to-find information to assist executives and partners in design and construction firms in crafting competitive strategies that build on their firm' strengths, while shoring up their weaknesses. Since most design and construction firms specialize in particular market sectors, the book systematically examines the important market segments for green buildings. It also presents key business case justifications for green buildings that help architects, engineers and builders to understand client motivations and respond to them with appropriate marketing tactics and communications strategies.
The book examines how the green building market is adopting certain new products and design approaches, information that will help manufacturers and product sales teams to craft appropriate marketing strategies. The book also helps owners and developers understand the green building business case and to find out what other leading-edge firms and projects have learned - how to market and sell green buildings and green developments in a highly competitive marketplace.
目次
- Part 1 The Green Building Market
- Chapter 1 What is a Green building?
- Chapter 2 Today's Green Building Market
- Chapter 3 The Business Case for Green Buildings
- Chapter 4 Costs of Green Buildings
- Chapter 5 Vertical Markets for Green Buildings
- Chapter 6 Specialty Markets for Sustainable Design
- Chapter 7 Green Building Technologies
- Chapter 8 Experiences of Green Building Marketing
- Part 2 Marketing Sustainable Design Services
- Chapter 9 Contemporary Marketing Theory and Practice
- Chapter 10 Sustainable Design Marketing Tactics
- Chapter 11 Challenges to the Firm Posed by Green Marketing Dynamics
- Part 3 The Future of Green Building Marketing
- Chapter 12 Seven Keys to Sustainable Design Marketing
- Chapter 13 The Future of Green Buildings
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