This 360-page marketing text/workbook addresses the broad realities of business development and client relationship management in a state-of-the-art and usable manner as it explains how the seven (7) basic market management functions must work together to execute “The Marketing Process”.

Detailed guidelines and directions are provided for each phase of the Strategic and Tactical Marketing Processes in Chapters 4-5-6 which culminate in a step-by-step

checklist for preparing the Strategic Marketing Action Plan.   Chapter 4 presents a two-phase qualitative and quantitative firm self-evaluation process (“Strategic Marketing Audit”), Chapter 5 presents five interrelated ways to perform a detailed S.W.O.T analysis, and Chapter 6 presents the final checklist process for writing the Strategic Marketing Action Plan.

The remaining chapters present insight and guidance on enriching the business development process, including the 10-step Client Creation Process (first-ever for the AEC business sector), Client Relationship Management,  Lead Development, Persuasive Marketing Communications (the 5-Step Proposal Selling process) and 13 conversational techniques for resolving “objections” or other issues and barriers to successful completion of the marketing thrust.