Marketing Green Building Services: Strategies for Success
Marketing Green Buildings Services: Strategies for Success is a complete reference for principals, senior associates and marketing directors at architectural, engineering and construction firms. Using a combination of many interviews with working professionals, in-depth company case studies and his own decade of experience in marketing professional services in the design and construction marketplace, Jerry Yudelson presents the case for green buildings and for a strong marketing focus on the emerging green opportunity. Completely updated, revised and expanded from his previous green marketing books, Marketing Green Building Services: Strategies for Success will help you understand this fast-growing market and position your firm to be a leader in it.
» Understand the fast growing market for green buildings
» Position your firm for success in the market place
» Learn how to respond to best meet your clients’ needs
- Media: download Jerry’s interview about the writing of Marketing Green Building Services: Strategies for Success (PDF 220KB)
- Sample Chapter (PDF 4.1MB)
- Case Studies, pages 154-158 (PDF 48KB)
- Seven Keys to Sustainable Design Marketing, pages 229-239 (PDF 76KB)
Book Description
Marketing Green Building Services: Strategies for Success presents all the information key decision-makers need to respond to the fast-growing market for green buildings, design and construction services and products. Completely updated, revised and expanded from the authors previous works, this book is the one resource you need to succeed in the green building marketplace.
With a sound grounding in contemporary marketing theory and practice, the book assembles hard-to-find information to assist executives and partners in design and construction firms in crafting competitive strategies that build on their firm strengths, while shoring up their weaknesses. Since most design and construction firms specialize in particular market sectors, the book systematically examines the important market segments for green buildings. It also presents key business case justifications for green buildings that help architects, engineers and builders to understand client motivations and respond to them with appropriate marketing tactics and communications strategies.
The book examines how the green building market is adopting certain new products and design approaches, information that will help manufacturers and product sales teams to craft appropriate marketing strategies. The book also helps owners and developers understand the green building business case and to find out what other leading-edge firms and projects have learned - how to market and sell green buildings and green developments in a highly competitive marketplace.
Jerry Yudelson is president of Yudelson Associates in Tucson, Arizona, and is an expert on green building practices. A registered professional engineer, he is a former member of the national board of the U.S. Green Building Council. He has authored several books, including Developing Green: Strategies for Success.
