Marketing and Communication for Architects Fundamentals, Strategies and Practice

The architect's job profile is changing. The increasing liberalization of national and international markets as well as the steady increase in the number of freelance and commercial planners has made for a highly competitive scene. On top of these more arduous conditions, the profession's image is often a bad one. Strategic marketing is the maxim for the architectural firm of the future - that is, being market and customer-oriented as well as persuasive in the communication of one's architectural qualities and achievements. Only the commercially enterprising architect can remain truly creative and productive. Experts from the spheres of marketing and communication lend support to the development of architectural marketing concepts. The goal here is the formulation of strategic corporate concepts as well as the strategic shaping and professional implementation of marketing tools such as communication design, visualization and PR work. Individuality and distinctiveness are the competitive advantages to be had with the architectural firm as service brand. Marketing strategies thus rest on a method - but in their application they develop in unique ways and are as variegated as architecture itself and the personalities of the architects.Haupt, Edgar is the author of 'Marketing and Communication for Architects Fundamentals, Strategies and Practice', published 2002 under ISBN 9783764365714 and ISBN 3764365714.