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Books > Business & Economics > Finance & accounting > Finance > Property & real estate
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Real Estate Marketing - Strategy, Personal Selling, Negotiation, Management, and Ethics (Paperback)
Loot Price: R2,410
Discovery Miles 24 100
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Real Estate Marketing - Strategy, Personal Selling, Negotiation, Management, and Ethics (Paperback)
Expected to ship within 12 - 17 working days
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Real Estate Marketing is specifically designed to educate real
estate students with the art and science of the real estate
marketing profession. The ideal textbook for undergraduate and
graduate level classes in business school and professional /
continuing education programs in Real Estate, this book will also
be of interest to professional real estate entrepreneurs looking to
boost their knowledge and improve their marketing techniques. The
book is divided into five major parts. Part 1 focuses on
introducing students to fundamental concepts of marketing as a
business philosophy and strategy. Concepts discussed include
strategic analysis, target marketing, and the four elements of the
marketing mix: property planning, site selection, pricing of
properties, and promotion of properties. Part 2 focuses on personal
selling in real estate. Students will learn the exact process and
steps involved in representing real estate buyers and sellers. Part
3 focuses on negotiations in real estate. How do effective real
estate professionals use negotiation approaches such as
collaboration, competition, accommodation, and compromise as a
direct function of the situation and personalities involved in
either buying or selling real estate properties? Part 4 focuses on
human resource management issues such as recruiting and training
real estate agents, issues related to performance evaluation,
motivation, and compensation, as well as issues related to
leadership. Finally, Part 5 focuses on legal and ethical issues in
the real estate industry. Students will learn how to address
difficult situations and legal/ethical dilemmas by understanding
and applying a variety of legal/ethical tests. Students will also
become intimately familiar with the industry's code of ethics.
General
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