The profile and standing of the architectural profession is undergoing a transformation. Competition from civil engineers and integrated construction companies is on the increase and the market segments are becoming narrower. Buildings alone are insufficient advertising. It has become vitally important for architects to exploit the previously neglected fields of public relations, marketing, and branding in order to define, present and convey the quality and range of architectural services they offer. The purpose of this handbook is to introduce architects to those fields of marketing and communication design which are particularly relevant to their profession, to help them promote their services more creatively, develop marketing strategies for their everyday needs, and use communication and media more professionally. It presents numerous examples, solutions and strategies and demonstrates how architects can use them to personal advantage.

Synopsis:

Enterprising strategies to help architects redefine their field of work and market position The profile and standing of the architectural profession is undergoing a transformation. Competition from civil engineers and integrated construction companies is on the increase and the market segments are becoming narrower. Architects are discovering that buildings are not ideal advertisements, that the catalogue of services they offer can scarcely be communicated through built structures, if at all. As a consequence, it has now become vitally important for architects to exploit the previously neglected fields of public relations, marketing, and branding in order to define, present and convey the quality and range of architectural services on offer. The purpose of this handbook is to introduce architects to those fields of marketing and communication design which are particularly relevant to their profession. The aim is to help architects to promote their services more creatively, to develop marketing strategies for their everyday needs, to use communication and media more professionally, successfully combining the theory with the practice.

Copious examples, solutions and strategies are presented illustrating the broad spectrum of possibilities and the book goes on to illustrate how the individual architect can use them to personal advantage.

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