Marketing Green Building Services

Description

Marketing Green Building Services: Strategies for Success gives decision-makers the information they need to respond to the fast-growing market for green buildings, design and construction services and products. Completely updated, revised and expanded from the authors previous works, this book is the one resource you need to succeed in the green building marketplace.

The book assembles hard-to- find information to assist executives and partners in design and construction firms in crafting competitive strategies that build on their firm strengths, while shoring up their weaknesses. The book examines the important market segments for green buildings since most design and construction firms specialize in particular market sectors. Key business case justifications for green buildings help architects, engineers and builders understand client motivations and respond to them with appropriate marketing tactics and communications strategies.

The book examines how the green building market is adopting certain new products and design approaches, information that will help manufacturers and product sales teams craft appropriate marketing strategies. The book helps owners and developers understand the green building business case and how to market and sell green buildings and green developments in a highly competitive marketplace.

Key Features

• Find out how leading-edge firms market and sell green buildings
• Develop strategies for success in this fast growing, constantly changing and highly competitive marketplace
• Learn how to understand client motivations and respond to them with appropriate marketing tactics and communications strategies

Contents

Preface and knowledgments. The purpose of this book. There is an organization of this book. Summary

It’s the Foreword xix.

The introduction The future of green buildings. Social and cultural change. There are technological changes. Economic changes Legal and political changes. Industry practices There are certification programs. The marketing dilemma.

The Green Building Market is the first part.

What is a green building? The characteristics of a green building. The rating systems for green building. There are other green building rating systems. A typical green building is 13 There is a case for high-performance buildings. The green building market is growing. There are barriers to green building market growth.

The Green Building Market is today. The market leaders of green building. The green building market is surveyed. The trends of the green project in 2007. Green buildings have a current market impact. The rating system use 44. Green building projects can be used with certifi cation programs.

There is a business case for green buildings. There are incentives and obstacles to green buildings. Business cases are built Benefi ts. Who benefits?

There are costs of green buildings. It was high- performance on a budget. Cost drivers for green buildings. The cost study was done for the state of California. Davis Langdon cost studies are done. The General Services Administration cost study was done in 2004. Soft costs for green building projects. The green schools reported 76. Integrated design can be used to reduce costs.

5 Vertical Markets for Green Buildings. Commercial offices. Educational buildings. There are public facilities. Hospitals and healthcare facilities. The high-rise housing is 98.

There are 6 specialty markets for sustainable design. The commercial interiors are green. Existing building retrofits 106. Urban planning and design. There is a mixed-use development. The retail sector is being green. There are green hotels and resorts. Transport and sports are large public facilities. International markets

7 green building technologies There are green roofs. There is a demand for specific green building measures. There are 131 energy-efficient technologies. There are certified wood products for green building projects. Solar energy systems are marketed.

There are 8 experiences of green building marketing. There are surveys of green building marketing. One firm has an approach. The case study was done by SERA Architects, Inc. Recommendations for practitioners and marketers. The case study was done by Thomas Hacker Architects, Inc. A fundamental marketing problem. Turner Construction Company 160 is a case study.

Marketing sustainable design services 163

Theory and practice of contemporary marketing. Understanding the confusion of innovations. Green buildings are an innovative product. There are two other ways to understand innovation. Understanding the different types of targeting and positioning. Competitive strategy 180. There are issues for marketing green building services.

There are 10 sustainable design marketing tactics. Who is using the green building? Roles of building professionals. There are roles for structural and civil engineers in green building. A design is greening. Assessing sustainable design marketing strategy. Integrating sustainable design into marketing programs. Business development is 200. There are marketing tactics that work. A sustainable design focus is being developed. Green design and marketing activities can be integrated. diffusion theory can be used to focus your marketing efforts. The case study was about Mithun 207.

There are 11 challenges by Green Marketing Dynamics. There are marketing requirements for service. Changing the genes of a design. Swinerton Builders is a major construction firm. The people have a problem.

The Future of Green Building Marketing is part 3.

There are seven keys to sustainable design marketing. There are seven keys. An evolving strategy for marketing. Understanding the demand for green buildings. There are 243 marketing materials. Ensuring client satisfaction after the project is finished.

The future of green buildings The market sector has green building growth rates. Commercial green building growth rates. The green residential sector has seen a rapid rise. Carbon reduction 250 is the larger picture. There are barriers to green buildings and green development. Future versions of the green building code. Beyond LEED 255.

Appendix 1 contains green building resources. There is a bibliography. There are 260 conferences. There are 260 books. Periodicals 262. There are websites. The articles were selected. There are organizations.

The rating systems comparison is in Appendix 2.

There is a reference list for Acronym.

The author has a biography. The index is 275.

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