Architect's Essentials of Marketing

DAVID KOREN is Marketing Director for Gensler’s 250-person New York office where he is responsible for marketing strategy, strategic alliances, market research, and public relations. Koren is co-chair of the marketing committee of the AIA New York chapter and is an active member of the Society for Marketing Professional Services.

• Acknowledgments. 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.