Marketing for Architects and Engineers

Professional services marketing is a relatively new form of marketing that has been recogonized only since the late 1980s. Most of the attempts to write about marketing for professional services have been a regurgitation of the traditional marketing approach that has evolved since the 1960s and have concentrated on minor differences and adjustments. In many ways what is needed is a fresh approach which takes into account the complex political social economic legislative and cultural backdrop and provides a way for design professionals such as architects and engineers to look to the future. This book does just that.