Marketing: What It Is and Why We Do It

Marketing professionals at A/E firms are all too familiar with the experience of frantically pulling together responses to requests for proposals (RFP). But effective marketing is more than just RFPs and interviews. Planning, research, networking, conferences and trade shows, public relations and co...

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Bibliographic Details
Published in:Consulting - Specifying Engineer 2004-06, Vol.35 (6), p.48-49
Main Authors: Jones, Gwyn, Knight, Sandra
Format: Magazinearticle
Language:English
Subjects:
Architects
Construction industry
Guidelines
Marketing
Professionals
Public relations
Online Access:Get full text
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Summary:Marketing professionals at A/E firms are all too familiar with the experience of frantically pulling together responses to requests for proposals (RFP). But effective marketing is more than just RFPs and interviews. Planning, research, networking, conferences and trade shows, public relations and communications also play vital roles in winning new clients - and keeping existing ones. Proactive marketing generally results in higher success rates, because marketers have planned in advance how to focus their efforts on the best markets and clients for their firms. Critical to the planning process is research and SWOT (strengths, weaknesses, opportunities and threats) analysis. A few of the successful marketing tactics that can be used are discussed. The key is keeping focused on target markets and clients.
ISSN:0892-5046
1558-2876