Leading With Marketing

Table of Contents

How to Use This Book

About the Authors

Leading With Marketing

Introduction to AEC Marketing

  1. Strategic Marketing
  2. The Marketing Mix
  3. Marketing Tools
  4. Alignment of Sales and Marketing
  5. Budgeting, Measurement and ROI
  6. Putting it All Together
  • Strategic Marketing and The Marketing Plan
  • Understanding Customers
  • Starting with Research
  • Customer Segmentation
  • Establishing a Competitive Advantage, Differentiating and Positioning your Company
  • Marketing: A Balance of Art and Science
  • Marketing Mix
  • Marketing Messaging
  • Value Proposition
  • Building the Brand
  • Creative Development
  • Integrated Marketing Communications
  • Advertising
  • Job Site Branding
  • Collateral/Sales Tools
  • Qualifications
  • Public Relations
  • Crisis Communications
  • Direct Response
  • Database Marketing
  • Lead Management
  • Association Memberships
  • Photography
  • Proposals
  • Project Reports
  • Seminars
  • Trade Shows
  • Web 2.0
  • Sales in the AEC Firm
  • Account Plans & Client Mapping
  • The Elevator Speech
  • Customer Acquisition vs. Retention and Growth Strategies
  • Marketing Budgets
  • ROI
  • Keeping a Pulse
  • Outsource Marketing
  • Corporate Culture
  • Advisory Boards
  • Everyone’s a Marketer
  • Marketing in a Down Economy

References

Appendix

  • Marketing Plan Basics
  • SWOT Analysis Basics
  • Communications Plan Outline