Since the recession of 1992, contractors and consultants have had to take a more business-like approach to marketing, both in analyzing market opportunities and in selling their services. This book introduces selling techniques tailored to the needs of construction, evaluates competing approaches to marketing and related sales theory, demonstrates the effect on organizational structures and processes, and examines how the top-down and bottom-up management approaches can be integrated through sales practice.
Read More
Since the recession of 1992, contractors and consultants have had to take a more business-like approach to marketing, both in analyzing market opportunities and in selling their services. This book introduces selling techniques tailored to the needs of construction, evaluates competing approaches to marketing and related sales theory, demonstrates the effect on organizational structures and processes, and examines how the top-down and bottom-up management approaches can be integrated through sales practice.
Read Less