1st Edition

Marketing Green Buildings Guide for Engineering, Construction and Architecture

By Jerry Yudelson Copyright 2006
    262 Pages
    by River Publishers

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    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 LEEDĀ® in green building projects.

    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 StarĀ®
    Forecasts of Demand for LEED Projects
    The People Problem in Marketing Professional Services
    Appendix, Index