ABSTRACT
Having considered green buildings and green technologies in depth, it is now time to turn our attention to marketing theory and practice. How does a design firm put in place a comprehensive marketing strategy and devise a set of tactics that will give it competitive advantage in the green building marketplace? First of all, it is important to understand green building as an innovation in an established marketplace and to realize how to tailor marketing approaches to the level of adoption of green building approaches in various market segments.
