Marketing and Property People (MacMillan Building and Surveying)

## Series Standing Order If you would like to receive future titles in this series as they are published, you can make use of our standing orderfacility. To place a standing order please contact your bookseller or, in case of difficulty, write to us atthe address below with your name and address and the name of the series. Please state with which title you wish to begin your standing order. (If you live outside the United Kingdom we may not have the rights for your area, in which case we will forward your order to the publisher concerned. This book aims to show how intelligent interpretation of the principles of marketing in the context of the property world can lead to the enhancement of competitive advantage. The coverage and treatment will appeal to a broad range of reader - from the student of surveying, estate agency, valuation, business management and marketing to practising professionals working at all levels in firms and practices. Front Matter....Pages i-xv Marketing Principles....Pages 1-16 The Product....Pages 17-34 Consumers and their Influences....Pages 35-65 Organisational Buying....Pages 66-81 Service Management....Pages 82-101 Commercial Property People and their Products....Pages 102-122 Strategy....Pages 123-155 Marketing Tactics....Pages 156-213 The Marketing Plan....Pages 214-235 Back Matter....Pages 236-252 Uses the examples of residential and commercial property marketing to probe into the process of marketing and direct attention into an examination of the techniques available in the marketing of both companies and services. This book is an attempt to link theory with the property professional.