The author suggests that architects and engineers facing the
challenges and changes of the construction marketplace in the next
century need to develop a marketing agenda which can be supported
and reinforced at every level. This work develops a comprehensive
marketing discipline that is relevant and applicable to both small
and large practices. The marketing discipline of scenario planning,
synthesis marketing and strategic mapping is forward looking and
intuitive - a radical move away from retrospective, analytical
methods of traditional marketing. The author argues that marketing
in the late 1990s and beyond will be shaped and formed by synthesis
rather than analysis with successful marketing strategies in the
next century being based on a synthesis of social, cultural,
political and economic factors; a demonstrable ability to bring
together and manage a wide variety of project elements; a clear
articulation of the benefits of intangibles such as design, quality
and purpose.
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