Karam, A H (2003) Marketing and architects in South Africa. Engineering, Construction and Architectural Management, 10(6), pp. 402-412. ISSN 0969-9988
Abstract
There is a general sentiment against the idea of marketing among architectural professionals. This paper argues for the necessity of a marketing approach particularly in times where the workload is declining. This paper looks at the marketing strategies that the Western Cape architects follow. It examines their efforts in building a successful marketing portfolio that defines marketing targets, utilizes proper marketing tools, and carry on helpful image building tasks. The data were collected using a mailed questionnaire to all principals of architectural offices in the Western Cape Province. The concluding section relates these strategies with the perception of growth over a five-year period.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | architecture; marketing opportunities; marketing strategy; South Africa |
| Index terms: | architect, marketing, questionnaire, South Africa, strategy, workload |
| Subjects: | profession, data collection methods, business, management, Geography |
| Topics: | Human Resources, Roles and Professions, Geographical Context, Research Practice, Business Strategy |
| Descriptive scope: | 3 PCA |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here