The Construction of Marketing

Marketing refers to activities used to promote or position products or services. Experts state that marketing concepts are based on needs, wants and demands. While most industries focus on branding with glitzy commercials, our industry is a bit more complex. Our industry has what is called channel marketing. This involves a variety of filters before a decision is made. A building owner may see a particular product they want. However, typically, it must go through a variety of channels before approval. The architect has significant influence and they may or may not know about the product. 

Architects are generalists, not specialists in every facet of construction. It is impossible for them to be an expert in every discipline. Architects are experts with regard to design, but the likelihood they have expertise on every product is unlikely. Marketing should account for the fact that architects prize their reputation above all. A successful marketing strategy understands the various channels and demands of the various influencers in that channeling process.