Electronic Resource
Oxford
:
Emerald
Engineering, construction and architectural management
10 (2003), S. 402-412
ISSN:
1365-232X
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Architecture, Civil Engineering, Surveying
Notes:
There is a general sentiment against the idea of marketing among architectural professionals. This paper argues for the necessity of a marketing approach particularly in times where the workload is declining. This paper looks at the marketing strategies that the Western Cape architects follow. It examines their efforts in building a successful marketing portfolio that defines marketing targets, utilizes proper marketing tools, and carry on helpful image building tasks. The data were collected using a mailed questionnaire to all principals of architectural offices in the Western Cape Province. The concluding section relates these strategies with the perception of growth over a five-year period.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/09699980310509372
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