Marketing Green Buildings: Guide for Engineering, Construction and Architecture

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Hardback
ISBN 9780849393815
Cat# FP9381

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Summary

Engineers, architects and contractors seeking to expand their involvement in the green buildings market need a firm grounding in the marketing strategies and tactics which are being 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. The author 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.

Table of Contents

Introduction
Today's Green Building Market
Industry Growth to Date
Forecasting Demand for Green Buildings
The Business Case for Green Buildings
Experiences of Green Marketing
Vertical Markets for Green Buildings
Demand for Green Building Measures
Understanding Marketing Strategies
Understanding Segmentation, Targeting, Positioning & Differentiation
Selling Green Buildings
Marketing Green Developments
Looking to the Future: Sustainable Engineering Design
Marketing Services for LEED-EB Projects
Marketing Services for LEED CI Projects
Marketing Services for Future LEED Products
The Role of the Professional Engineering Energy Star®
Forecasts of Demand for LEED Projects
The People Problem in Marketing Professional Services
Appendix, Index