Marketing Green Buildings: Guide for Engineering, Construction and Architecture, 1st Edition (Hardback) book cover

Marketing Green Buildings

Guide for Engineering, Construction and Architecture, 1st Edition

By Jerry Yudelson

Fairmont Press

175 pages

Purchasing Options:$ = USD
Hardback: 9780849393815
pub: 2006-04-05
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Description

Engineers, architects and contractors seeking to expand their involvement in the green buildings market need a firm grounding in the marketing strategies and tactics which are being used most successfully in this specialized and growing field. This book is intended to serve as an effective tool for professional green building enthusiasts and advocates in presenting green design features, sustainable strategies and new products to the potential green building client. The author addresses key questions such as: How is green building marketing different from other types of professional service marketing? What tools and techniques from conventional marketing can be used to greater effect in marketing green buildings? What is the size and potential of the green buildings market? And how should a firm position itself to succeed in this growing marketplace? You'll find clear descriptions of successful strategies and approaches to marketing and selling green building-related services, as well as up-to-date information on the role of LEED® in green building projects.

Table of Contents

Introduction

Today's Green Building Market

Industry Growth to Date

Forecasting Demand for Green Buildings

The Business Case for Green Buildings

Experiences of Green Marketing

Vertical Markets for Green Buildings

Demand for Green Building Measures

Understanding Marketing Strategies

Understanding Segmentation, Targeting, Positioning & Differentiation

Selling Green Buildings

Marketing Green Developments

Looking to the Future: Sustainable Engineering Design

Marketing Services for LEED-EB Projects

Marketing Services for LEED CI Projects

Marketing Services for Future LEED Products

The Role of the Professional Engineering Energy Star®

Forecasts of Demand for LEED Projects

The People Problem in Marketing Professional Services

Appendix, Index

Subject Categories

BISAC Subject Codes/Headings:
BUS058000
BUSINESS & ECONOMICS / Sales & Selling
SCI024000
SCIENCE / Energy