The author suggests that architects and engineers facing the challenges and changes of the construction marketplace in the next century need to develop a marketing agenda which can be supported and reinforced at every level. This book therefore develops a coherent and comprehensive marketing discipline that is relevant and applicable to both small and large practices. The new marketing discipline of scenario planning, synthesis marketing and strategic mapping is forward looking and intuitive - a radical move away from retrospective, analytical methods of traditional marketing. Brian Richardson argues that marketing in the late 1990s and beyond will be shaped and formed by synthesis rather than analysis with successful marketing strategies in the next century being based on a synthesis of social, cultural, political and economic factors; a demonstrable ability to bring together and manage a wide variety of project elements; a clear articulation of the benefits of intangibles such as design, quality and purpose.
