Marketing Green Buildings: Guide for Engineering, Construction & Architecture
Engineers, architects and contractors seeking to expand their involvement in the green buildings market need a firm grounding in the marketing strategies and tactics 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. Jerry Yudelson 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.
A 250-page trade hardback, this volume updates the Insider’s Guide to Marketing Green Buildings and adds five chapters about the use of LEED and green building rating systems by engineers. This is an ideal library acquisition for engineering, architecture and construction firms, as well as public and agency libraries.
Published in March 2006 by the Association of Energy Engineers, it’s available online from their online bookstore.
Jerry Yudelson is a professional engineer with an MBA. He has trained 3,000 people in the LEED green building rating system, and has chaired Greenbuild, the world’s largest green building conference, for the past four years. The founder of a green building consulting firm, he is the author of three books on green building marketing and an advisor to manufacturers, venture capital firms, design firms and developers.
