Marketing for the architectural profession: Applying marketing principles to the business of architecture

Persistent Link:
http://hdl.handle.net/10150/291849
Title:
Marketing for the architectural profession: Applying marketing principles to the business of architecture
Author:
Brown, Kay Olsen, 1960-
Issue Date:
1990
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
There are critics who argue that marketing processes when applied to the practice of architecture encourage architects to compromise design excellence by giving into clients desires and discarding architectural values. But there are also supporters who see marketing as a process by which better buildings are generated and clients are subsequently more satisfied with the product, as well as the service. Marketing is a management tool. It was developed to help organizations respond to the forces that affect business operations. Nearly 30 years after the introduction of marketing concept few architecture firms fully understand the benefits marketing can afford the profession. This paper is intended to identify the complexities and uniqueness of marketing architectural services. The goal is to generate an understanding of what marketing is, what it is not, and how it applied to the practice of architecture.
Type:
text; Thesis-Reproduction (electronic)
Keywords:
Business Administration, Marketing.; Architecture.
Degree Name:
M.Arch.
Degree Level:
masters
Degree Program:
Graduate College; Architecture
Degree Grantor:
University of Arizona
Advisor:
MacNeil, J. Douglas

Full metadata record

DC FieldValue Language
dc.language.isoen_USen_US
dc.titleMarketing for the architectural profession: Applying marketing principles to the business of architectureen_US
dc.creatorBrown, Kay Olsen, 1960-en_US
dc.contributor.authorBrown, Kay Olsen, 1960-en_US
dc.date.issued1990en_US
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractThere are critics who argue that marketing processes when applied to the practice of architecture encourage architects to compromise design excellence by giving into clients desires and discarding architectural values. But there are also supporters who see marketing as a process by which better buildings are generated and clients are subsequently more satisfied with the product, as well as the service. Marketing is a management tool. It was developed to help organizations respond to the forces that affect business operations. Nearly 30 years after the introduction of marketing concept few architecture firms fully understand the benefits marketing can afford the profession. This paper is intended to identify the complexities and uniqueness of marketing architectural services. The goal is to generate an understanding of what marketing is, what it is not, and how it applied to the practice of architecture.en_US
dc.typetexten_US
dc.typeThesis-Reproduction (electronic)en_US
dc.subjectBusiness Administration, Marketing.en_US
dc.subjectArchitecture.en_US
thesis.degree.nameM.Arch.en_US
thesis.degree.levelmastersen_US
thesis.degree.disciplineGraduate Collegeen_US
thesis.degree.disciplineArchitectureen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorMacNeil, J. Douglasen_US
dc.identifier.proquest1340271en_US
dc.identifier.bibrecord.b26251590en_US
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