Marketing and Property People (Building & Surveying) Book

This text uses the examples of residential and commercial property marketing to probe into the whole process of marketing and direct attention into an examination of the techniques available in the marketing of both companies and services. The vast majority of property professionals in the UK run small businesses in an environment where the need for professional qualifications was not necessary for employment. As such, marketing professionals had little need for formal qualifications or training. The 1980s have, however, seen a change in this arrangement as banks and building societies have moved into residential estate agency in force. The formal application of the theory has now led to marketing receiving its own specialist courses and relevant qualifications. "Marketing and Property People" is an attempt by the author to link the world of theoretical marketing, including terminology used, to the specialist needs of the property professional. The book is a synthesis of some of the literature currently available which covers marketing in general and some of its more arcane aspects in particular. The areas of product, and how buying translates into advantage are two of the areas covered.Read More