Jerry Yudelson - Marketing Green Building Services [eBook (PDF)] torrent download



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Jerry Yudelson, "Marketing Green Building Services: Strategies for Success


Architectural Press | 2007 | ISBN: 0750684747 | 313 pages | PDF| 5,3 MB





Marketing Green Building Services: Strategies for Success presents all the information key decision-makers 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.





With a sound grounding in contemporary marketing theory and practice, 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. Since most design and construction firms specialize in particular market sectors, the book systematically examines the important market segments for green buildings. It also presents key business case justifications for green buildings that help architects, engineers and builders to 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 to craft appropriate marketing strategies. The book also helps owners and developers understand the green building business case and to find out what other leading-edge firms and projects have learned - how to market and sell green buildings and green developments in a highly competitive marketplace.





• 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 Acknowledgments xv


Purpose of this book xv


Organization of this book xv


Summary xvi





Foreword xix





Introduction xxiii


The future of green buildings xxiii


Social and cultural change xxiv


Technological changes xxiv


Economic changes xxv


Political and legal changes xxv


Industry practices xxv


Certification programs xxvi


The marketing dilemma xxvi





Part 1: The Green Building Market 1





1 What is a Green Building? 3


Green building characteristics 3


The LEED rating systems 7


Other green building rating systems 13


Typical green building measures 13


The case for high-performance buildings 14


Drivers of green building market growth 18


Barriers to green building market growth 23





2 Today’s Green Building Market 26


Green building market leaders 26


Green building market surveys 30


LEED project trends in 2007 30


Current market impact of green buildings 34


LEED rating system use 44


Use of certifi cation programs for green building projects 44





3 The Business Case for Green Buildings 52


Incentives and impediments to green buildings 52


Benefi ts that build a business case 54


Who benefits? 65





4 Costs of Green Buildings 69


High-performance on a budget 70


Cost drivers for green buildings 70


The 2003 cost study for the State of California 71


Davis Langdon cost studies 72


The 2004 General Services Administration Cost Study 74


Soft costs for green building projects 75


The green schools report 76


Using integrated design to reduce costs 76





5 Vertical Markets for Green Buildings 81


Commercial offices 82


Educational buildings 85


Public facilities 94


Healthcare and hospital facilities 97


High-rise housing 98





6 Specialty Markets for Sustainable Design 102


Green commercial interiors 102


Existing building sustainability upgrades 106


Urban planning and design 110


Mixed-use development 113


Greening the retail sector 114


Green hotels and resorts 117


Large public facilities: transportation and sports 119


International markets 121





7 Green Building Technologies 126


Green roofs 126


Demand for specific green building measures in LEED-NC certified projects 126


Energy-efficient technologies 131


Marketing certified wood products for green building projects 135


Marketing solar energy systems 138





8 Experiences of Green Building Marketing 149


Surveys of green building marketing 150


One firm’s approach: Bruner/Cott Architects 154


Case study: SERA Architects, Inc. 155


Recommendations for marketers and practitioners 156


Case study: Thomas Hacker Architects, Inc. 157


A fundamental marketing problem 159


Case study: Turner Construction Company 160





Part 2: Marketing Sustainable Design Services 163





9 Contemporary Marketing Theory and Practice 165


Understanding the “diffusion of innovations” 165


Green buildings as an innovative product 169


Two other ways to understand innovation diffusion 172


Understanding segmentation, targeting, positioning and differentiation 173


Competitive strategy 180


Particular issues for marketing green building services 184





10 Sustainable Design Marketing Tactics 187


Who is using LEED? 188


Roles of building professionals 190


Case study: Green building roles for structural and civil engineers 191


Greening a design fi rm 193


Assessing sustainable design marketing strategy 193


Integrating sustainable design into marketing programs 195


Business development 200


Marketing tactics that work 202


Developing a sustainable design focus 203


Integrating green design and marketing activities 205


Using diffusion theory to focus your marketing efforts 206


Case study: Mithun 207





11 Challenges by Green Marketing Dynamics 210


Marketing requirements for service fi rms 210


Changing the DNA of a design fi rm 214


Changing the DNA of a major construction firm: Swinerton Builders 218


The people problem 221





Part 3: The Future of Green Building Marketing 227





12 Seven Keys to Sustainable Design Marketing 229


The seven keys 230


Marketing as an evolving strategy 239


Understanding the demand for green buildings 239


Designing marketing materials 243


Ensuring client satisfaction after project completion 244





13 The Future of Green Buildings 246


Green building growth rates by market sector 246


Commercial green building growth rates 247


The rapid rise of the green residential sector 249


The larger picture: carbon reduction 250


Continuing barriers to green buildings and green development 251


Future LEED versions 252


Beyond LEED 255





Appendix 1: Green Building Resources 259


Bibliography 259


Conferences 260


Books 260


Periodicals 262


Websites 263


Selected articles 264


Organizations 264





Appendix 2: LEED Rating Systems Comparison 266





Appendix 3: Acronym Reference List 270





Author Biography 272


Index 275





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