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Marketing Strategy COPYRIGHTED MATERIAL

Source: media.wiley.com
Topic: Marketing Strategy

Sort Desciption: ing planning are divided into the following five areas. each with its own chapter in this book:. Marketing Strategy: Start at the Start ...

Content Inside: Marketing Strategy Start at the Start Marketing is not a department. It is your business. Harry Beckwith Selling the Invisible P a r t 1 COPYRIGHTED MATERIAL M any architects make the mistake of think- ing that marketing has only a peripheral relationship to what their firm does. In fact marketing works best when it is totally inte- grated into the operations of your firm when its a part of everything you do. You cant create a plan for how to improve your marketing and increase your business without first considering your long-term goalsnot just in terms of fee revenue or winning work but in terms of who you want to be and where you want to go both as a firm and as a professional. There are a number of ways strategic planning can help your firm: > Build a shared vision for the firms future. > Articulate your vision so that it can be commu- nicated to others. > Get approval and support for the vision from senior leadership and ultimately your entire staff. > Create a framework for all future decision making. > Figure out (and agree on) how much youre going to spend on marketing and other initia- tives to make it happen. The discussion of strategic planning and market- ing planning are divided into the following five areas each with its own chapter in this book: Marketing Strategy: Start at the Start 17 Chapter 1Strategic Planning: Getting to the Starting Line > Where do we want to go? > Who do we want to be? Chapter 2Branding:We Usedto CallIt Reputation > What do we want people to think of when they think of our firm? Chapter 3Positioning: Finding Your Place in Your Markets > What kind of work do we want to do? > How do we position ourselves to get it? Chapter 4Marketing Planning: Deciding How to Communicate to Your Markets > What does a yearly marketing plan contain? Chapter 5Budgeting: Knowing What You Can Spend > How much should we spend on marketing? > How do we plan and track our expenditures? Clearly strateg ...

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