Bibliography and references

Morgan, Neil A. (1991) Professional Services Marketing, Butterworth Heinemann. 2. McKenna, Regis (1991) Relationship Marketing Own the Market Through Strategic Customer Relationships, Century Business. 3. Richardson, Brian (1992) 'How architects can promote their services'. Architects Journal, 16 December. 4. Gr nroos, Christian (1990) Service Management and Marketing, Lexington Books. 5. Warne, E.J.D., CB (1992) Review of the Architects (Registration) Acts 1931-1969, HMSO. 6. Gide, Charles...

Direct mail mailshots

Direct mail is the production and distribution of letters to potential or past clients. The letters give details of your practice capability or services on offer. There is, however, a world of difference between the sort of junk mail that arrives on all our desks every day and a well crafted letter offering professional services addressed to the individual decision maker. The difference is often seen in the response rate to the mailshot. Scattergun junk mail has single-figure percentage...

A marketing philosophy

Regis McKenna 2 was quoted at the beginning of this chapter. He said that 'In the 1990s, marketing will do more than sell. It will define the way a company does business.' The way of doing business is the embodiment of the marketing philosophy and is marked by the following nine-point approach 2. Understand the client's perspective. 3. Manage the marketing effort. 4. Develop a long-term vision and be consistent for success. 5. Match quality work with quality service. 6. Cooperate as well as...

Synthesis and relationship marketing

Relationship Marketing Orientation

The assumption made by the traditional marketing approach is that there is a point in time when a transaction occurs. This type of marketing is sometimes referred to as transaction marketing 4 . In the service sector there is also a point in time when, for example, a commission is made, but the relationship with the client can span several years. A marketing strategy geared solely to a single point in time would therefore be totally inadequate and inappropriate. It is not unusual for an...

What is strategic mapping

Physical maps redefine our understanding of physical reality. Mental maps redefine our organization of conceptual reality. They are the way in which we try to impose some order on a world of apparent chaos. These mental maps embody all the hopes, fears and aspirations that colour and shape our mental construct. They identify what we feel is of value and what we think is needed to achieve success. Strategic mapping identifies strategic options available to practices and then maps them out over...

The practice growth cycle

Greiner Phases Growth

Ansoff's matrix combined with SWOT analysis is a crude but effective first stage in the strategic process. It can however offer a better insight into the present and future prospects of the company if the results are viewed in the light of the position of the organization in a growth cycle. Greiner's model 36 see Fig. 5.2 is a useful five phase growth model which is particularly relevant to professional service organizations. The five phases are characterised by both evolutionary and...

Market positioning superpositioning and copositioning

As stated in Chapter 2, market positioning is the act of communicating a distinct position in the marketplace. It is the attempt to distinguish design professionals from other service providers in the minds of existing and potential clients. It is not simply an image making exercise market positioning must relate to realizable benefits to the client. In other words, clients must know the real difference between design services and the services offered by other professions. In the case of...

Total quality management TQM and marketing

Total Quality Marketing Definition

Total quality management is defined by Bov e and Thill 17 as 'an organisational philosophy based on the pursuit of quality and the management practices that lead to total quality. TQM is a holistic approach that requires quality service provision to clients with a corresponding quality culture throughout the entire practice. Quality is defined as conformance to requirements and is seen as a necessary ingredient for long-term success. TQM should not be confused with accreditation to BS EN ISO...

Core actual and augmented services

Strategic Planning Core Offer Augmented

Many of the strategic and tactical marketing problems that face design professionals revolve around the question of what level of service is required to win the commission and ultimately to satisfy the client. Design professionals offer a design solution to a client's problem. This is the unique core service on offer to clients see Fig. 2.2 . The delivery of the actual service might involve a wider range of other activities than simply design. For example, other disciplines could be involved as...