Cooperative Marketing in the Construction Industry
Cooperative Marketing in the Construction Industry provides a structured method for developing and managing co-marketing relationships in the design and construction industry to ensure greater sales success. By sharing marketing intelligence, expenses and other resources, small and mid-size firms can increase sales leads, lower marketing costs, increase closing ratios and shorten sales cycles. Based on the evaluation of 34 construction industry case studies, as well as the author's 25 years of experience as a president of a multi-disciplinary group of engineering, architecture, construction and mechanical service companies, this book identifies the key factors that make alliances really work. It provides detailed criteria for selecting co-marketing partners, explores issues effecting co-marketing relationships and examines successful and unsuccessful relationship cases, costs and payoffs. This unique guide provides a model readers can easily put to use for leveraging personal relationships, technology, staff and other scarce and costly resources to generate qualified sales leads, close more sales and increase profits.