Marketing for Architects and Engineers: A New Approach

151 Pages·1996·1.18 MB·English

by  Bria Richardson

Marketing for Architects and
Engineers
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Marketing for
Architects and
Engineers:
A new approach
Brian Richardson
London • Weinheim • New York • Tokyo •
Melbourne • Madras
Published by
E & FN Spon, an imprint of Chapman & Hall, 2–6 Boundary Row,
London SEI 8HN, UK
Chapman & Hall, 2–6 Boundary Row, London SEI 8HN, UK
Chapman & Hall GmbH, Pappelallee 3, 69469 Weinheim, Germany
Chapman & Hall USA, 115 Fifth Avenue, New York NY 10003, USA
Chapman & Hall Japan, ITP-Japan, Kyowa Building, 3F, 2–2–1,
Hirakawacho, Chiyoda-ku,
Tokyo 102, Japan
Chapman & Hall Australia, 102 Dodds Street, South Melbourne, Victoria
3205, Australia
Chapman & Hall India, R.Seshadri, 32 Second Main Road, CIT East,
Madras 600 035, India
First edition 1996
This edition published in the Taylor & Francis e-Library, 2005.
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© 1996 Brian Richardson
ISBN 0-203-36232-2 Master e-book ISBN
ISBN 0-203-37490-8 (Adobe eReader Format)
ISBN 0 419 20290 0 (Print Edition)
Apart from any fair dealing for the purposes of research or private study,
or criticism or review, as permitted under the UK Copyright Designs and
Patents Act, 1988, this publication may not be reproduced, stored, or
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in writing of the publishers, or in the case of reprographic reproduction
only in accordance with the terms of the licences issued by the Copyright
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should be sent to the publishers at the address printed on this page.
The publisher makes no representation, express or implied, with regard
to the accuracy of the information contained in this book and cannot
accept any legal responsibility or liability for any errors or omissions that
may be made.
A catalogue record for this book is available from the British Library
Library of Congress Catalog Card Number: 96–68679
Contents
Foreword x
Acknowledgements xii
Chapter 1 Introduction 1
Chapter 2 Markets and marketing 5
2.1 The marketing function 5
2.2 Past and future marketing 7
2.3 The marketing discipline and a ‘crisis of 8
abundance’
2.4 Marketing and professionalism 11
2.5 Core, actual and augmented services 12
2.6 A marketing philosophy 13
2.6.1 Listen to clients and understand the client’s 13
perspective
2.6.2 Manage the marketing effort 14
2.6.3 Develop a long-term vision and be consistent 15
for success
2.6.4 Match quality work with quality service 16
2.6.5 Cooperate as well as collaborate 17
2.6.6 Influence as well as control 18
2.6.7 Adopt a simple, systematic and sustained 19
approach to marketing
2.6.8 Market to the sectoral infrastructure as well as 19
the client
2.7 Misperceptions and misunderstandings 20
2.8 The level of formalization 21
vi
2.9 Internal marketing, marketing services and 22
service marketing
2.9.1 Service marketing 22
2.9.2 Marketing services 22
2.9.3 Internal marketing 22
2.10 Market reach 24
2.11 Total quality management (TQM) and marketing 24
2.12 Marketing and culture 25
Chapter 3 Scenario planning 27
3.1 Scenario planning explained 27
3.1.1 Identify the trigger 29
3.1.2 Establish cultural and market position 30
3.1.3 Iterative viewing 30
3.1.4 Plot development 31
3.1.5 Strategic mapping 33
3.1.6 How long will scenario planning take? 33
3.2 Post-Fordism and scenario planning 33
3.3 Cultural consumption 37
3.4 Globalization 38
3.5 Market positioning, superpositioning and co- 39
positioning
3.6 The Transart story 44
3.7 The Transart story: comments 47
Chapter 4 Synthesis marketing 49
4.1 Synthesis marketing explained 49
4.2 The transition from traditional to synthesis 52
marketing
4.3 Synthesis and relationship marketing 53
4.4 Synthesis marketing and cultural consumption 54
4.5 Cultural positioning 56
vii
4.6 The decision making unit (DMU) 57
4.7 Communication and influence 58
4.8 Synthesis marketing management 58
4.9 The synthesis marketing process 60
4.9.1 The strategic marketing plan 60
4.9.2 The period before new client contact 62
4.9.3 The marketing funnel 63
4.9.4 Marketing during the commission 66
4.9.5 After completion marketing and repeat 66
business
4.10 The cost of synthesis marketing 67
Chapter 5 Strategic mapping 68
5.1 What is strategic mapping? 68
5.2 Pre-emptive marketing 69
5.3 The four marketing choices 71
5.4 The practice growth cycle 72
5.5 Strategic positioning 74
5.6 Vertical integration and disintegration 75
5.6.1 The experience of vertical integration and 76
disintegration in the manufacturing sector
5.6.2 Vertical integration in the construction 77
industry
5.7 Networking 79
5.8 Public sector procurement: legislative changes 79
5.9 Alternative strategies 83
Chapter 6 A synthesis marketing programme 85
6.1 Marketing information systems 86
6.1.1 From client contact to winning the commission 86
6.1.2 During the commission 88
6.1.3 After completion 89
viii
6.2 The marketing role 89
6.3 Exhibitions 90
6.4 Cold calling 92
6.5 Handling the media 93
6.5.1 Radio 94
6.5.2 Television 94
6.5.3 The press 95
6.6 Brochures 98
6.7 Conducting a client and sectoral infrastructure 99
audit
6.8 Direct mail (mailshots) 99
6.9 Advertising 101
6.10 Surfing the Internet 101
Chapter 7 Architecture centres: a marketing case 104
study
7.1 The excluded middle 104
7.2 The Northern Architecture Centre: background 106
7.3 The Northern Architecture Centre: feasibility 108
study
7.4 Marketing composition and repositioning 109
7.5 Scenario planning: first stage 111
7.6 The early marketing approach 112
7.7 A draft marketing strategy 113
7.7.1 Guiding principles 114
7.7.2 The markets for the Northern Architecture 115
Centre
7.7.3 Arts, heritage and conservation 116
7.7.4 Market position: heritage and conservation 117
7.7.5 Branding 117
7.7.6 Newcastle Architecture Workshop 119
7.7.7 The Northern Architectural Association 119
ix
7.7.8 The Centre for the Built Environment 120
7.7.9 Procurement and the regional construction 121
industry
7.7.10 The role of the RIBA regional office 123
7.7.11 Tourism and the Northern Architecture Centre 124
7.8 The synthesis marketing strategy 125
7.9 Culture, community, construction 126
7.10 The cultural programme 127
7.11 Engagement with the community 127
7.12 The second scenario planning workshop (June 128
1995)
7.13 Final comment 129
Bibliography and references 131
Index 134