This handbook provides marketers with the resources and ideas necessary to adapt to the numerous standards changing the A/E/C industry. The idea of a market-driven culture for companies in the design and construction industries was almost unheard of just a few years ago. Today there exist national associations, such as the Associated General Contracts (AGC) and others, representing facets of the A/E/C industry. A recent survey of AGC's membership highlighted the critical need to instill this "culture" within each member of the team, including those in the field, project managers, estimators, secretaries, and particularly andy member who interfaces with the client on a regular basis. This is true in every facet of the A/E/C industry -- engineering, architecture, construction, landscape design, interior design, or any professional services arena.

Clearly, marketing is not what it used to be, and the intention of this book is to introduce marketers to the new realities of A/E/C marketing that enhance the successful marketing practices that have been standard for most of us for a very long time.