Marketing Green Buildings is an effective tool for professional green building enthusiasts and advocates in presenting green design features, sustainable strategies and new products to the potential green building client.

Features:

• Addresses how green building marketing different from other types of professional service marketing
• Details what tools and techniques from conventional marketing can be used to greater effect in marketing green buildings
• Describes what size and potential of the green buildings market

Contents

1. Today's Green Building Market
2. Industry Growth to Date
3. Forecasting Demand for Green Buildings
4. The Business Case for Green Buildings
5. Experiences of Green Marketing
6. Vertical Markets for Green Buildings
7. Demand for Green Building Measures
8. Understanding Marketing Strategies
9. Understanding Segmentation, Targeting, Positioning & Differentiation
10. Selling Green Buildings
11. Marketing Green Developments
12. Looking to the Future: Sustainable Engineering Design
13. Marketing Services for LEED-EB Projects
14. Marketing Services for LEED CI Projects
15. Marketing Services for Future LEED Products
16. The Role of the Professional Engineering Energy Star®
17. Forecasts of Demand for LEED Projects
18. The People Problem in Marketing Professional Services

Index

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