Marketing and communication for architects : fundamentals, strategies, and practice / Edgar Haupt and Manuel Kubitza, ed.

Format:

Book

Contributor:

Haupt, Edgar, 1958-

Kupitza, Manuel, 1966-

Standardized Title:

Marketing und Kommunikation für Architekten. English.

Language:

English

German

Subjects (All):

Architectural services marketing.

Physical Description:

1 volume (unpaginated) : illustrations ; 25 cm

Place of Publication:

Basel ; Boston, MA : Birkhäuser Verlag, [2002]

Language Note:

Translated from the German.

Summary:

The architect's job profile is changing. The increasing liberalization of national and international markets as well as the steady increase in the number of freelance and commercial planners has made for a highly competitive scene. On top of these more arduous conditions, the profession's image is often a bad one. Strategic marketing is the maxim for the architectural firm of the future - that is, being market and customer-oriented as well as persuasive in the communication of one's architectural qualities and achievements. Only the commercially enterprising architect can remain truly creative and productive. Experts from the spheres of marketing and communication lend support to the development of architectural marketing concepts. The goal here is the formulation of strategic corporate concepts as well as the strategic shaping and professional implementation of marketing tools such as communication design, visualization and PR work. Individuality and distinctiveness are the competitive advantages to be had with the architectural firm as service brand. Marketing strategies thus rest on a method - but in their application they develop in unique ways and are as variegated as architecture itself and the personalities of the architects.

There are many examples to illustrate the wide spectrum of marketing concepts available to architects - successful strategies that merge architectural creativity with the business of architecture. A few of these: ABB Architekten, Reinhard Angelis and Barbara Willecke, Busmann + Haberer, Denzer & Poensgen, architekturburo exilhauser, Gewers Kuhn und Kuhn, gmp von Gerkan Marg und Partner, Harms & Partner, Ingenhoven Overdiek und Partner, Kauffmann Theilig und Partner, KSP Engel und Zimmermann, mecanoo architecten, OX2architekten, Petzinka Pink und Partner, Richard Rogers Partnership, RKW Rhode Kellermann Wawrowsky Architektur + Stadtebau, s.a.m. architekten, Sauerbruch Hutton Architekten, gernot schulz : architektur.

Contents:

Architecture Is a Business, and Success a Matter of Strategy 7

1 Strategic Marketing 17

Success Can Be Planned: Steering the Unsteerable / Edgar Haupt, Manuel Kubitza 18

Strategic Alliances: The Marketing Campaign Double-Leafed Wall: Building with Bricks / Jens Kallfelz 28

The Architectural Enterprise - Off to a Fresh Start at KSP Engel und Zimmermann / A talk with Andreas Grosz 30

2 Communication Design and Brand Formation 39

Form follows fiction or The Authentic Bluff / Manuel Kubitza 40

3 Visualization 59

Lord of the Images / Edgar Haupt, Markus Junker 60

The Killer Image / Markus Junker 64

4 Public Relations 71

Success Means Being Understood / Edgar Haupt 72

Strategic Image Management / Dr. Jan Esche 86

5 Event Marketing 91

Architecture as Event / Edgar Haupt 92

Strategy of Encounter: plan - Forum of Contemporary Architecture in Cologne / Kay von Keitz, Sabine Voggenreiter 96

6 Professional Regulations and Advertising 99

The Freedom of [Advertising] Rules / Edgar Haupt 100

Marketing Architecture in the UK / Peter Murray 106.

Notes:

Includes bibliographical references and index.

ISBN:

3764365714

OCLC:

249359157