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Easy access to crucial marketing information for design professionals
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Tabla de contenidos provista por Syndetics

• Acknowledgments(p. vii)
• Introduction: I Don't Really Have to Do This, Do I?(p. 1)
• Part I Marketing Strategy: Start at the Start(p. 15)
• 1. Strategic Planning: Getting to the Starting Line(p. 19)
• 2. Branding: We Used to Call It Reputation(p. 41)
• 3. Positioning: Finding Your Place in Your Markets(p. 55)
• 4. Marketing Planning: Deciding How to Communicate to Your Markets(p. 67)
• 5. Budgeting for Marketing: Knowing What You Can Spend(p. 77)
• Part II The Business Development Cycle: Getting the Job(p. 91)
• 6. Targets and Opportunities: Finding and Pursuing Leads(p. 105)
• 7. Brochures and Qualifications Packages: Who Are You? What Have You Done?(p. 119)
• 8. Proposals: Making an Offer(p. 133)
• 9. Presentations: The Chemistry Test(p. 151)
• 10. Design Competitions: High Risk and High Impact(p. 169)
• 11. Closing the Deal: Setting the Fee, Negotiating, and Signing the Contract(p. 179)
• Part III Marketing Tools and Resources: Your Arsenal of Marketing Weapons(p. 191)
• 12. Research: Obtaining Market Intelligence(p. 195)
• 13. Knowledge Management: Systems for Tracking Information(p. 209)
• 14. Internal Communications: Getting the Message to Your Staff(p. 221)
• 15. Client Communications: Newsletters, Web Sites, Direct Mail, Advertising, and Events(p. 227)
• 16. Media Relations and Awards: Communicating with the Press(p. 237)
• 17. Photography: Creating the Right Image(p. 247)
• 18. Marketing Staff and Consultants: Who Can Help You?(p. 257)
• 19. Evaluating Your Performance: Is Your Marketing Working?(p. 267)
• Bibliography(p. 271)
• Index(p. 275)

Notas de autor provistas por Syndetics

DAVID KOREN is Marketing Director for Gensler's 250-person New York office where he is responsible for marketing strategy, strategic alliances, market research, and public relations. Koren is co-chair of the marketing committee of the AIA New York chapter and is an active member of the Society for Marketing Professional Services.