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Marketing and architects in South Africa.
- Source :
- Engineering Construction & Architectural Management (09699988); 2003, Vol. 10 Issue 6, p402-412, 11p
- Publication Year :
- 2003
-
Abstract
- 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. [ABSTRACT FROM AUTHOR]
- Subjects :
- MARKETING research
STRATEGIC planning
ARCHITECTS
TARGET marketing
Subjects
Details
- Language :
- English
- ISSN :
- 09699988
- Volume :
- 10
- Issue :
- 6
- Database :
- Complementary Index
- Journal :
- Engineering Construction & Architectural Management (09699988)
- Publication Type :
- Academic Journal
- Accession number :
- 12656555
- Full Text :
- https://doi.org/10.1108/09699980310509372