ABSTRACT
Marketing is the link between a business and the outside world: customers, competitors, potential employees and other stakeholders. This chapter briefly defines what marketing is and looks at how to structure a comprehensive marketing plan. It focuses on how to structure a comprehensive plan to focus a business’s marketing activity, broken down into four distinct phases. They are: the present state of the industry and its impact; the goals to be reached in the next five years; the activities to be undertaken to reach such goals; and assessing whether the goals have been reached and whether there is need to do differently. The chapter details the steps involved in putting together such a plan, from SWOT analysis to gaining press coverage, and details a series of new business development techniques. Once the architect's marketing and public relations activities have brought him/her a potential commission, the architect will need to make a presentation.
