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EBOOK
Author Smyth, Hedley.
Title Marketing and selling construction services / Hedley Smyth.
Imprint Malden, Mass. : Blackwell Science, 1999.

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Author Smyth, Hedley.
Subject Construction industry -- Great Britain -- Marketing.
Construction industry -- Europe -- Marketing -- Case studies.
Construction industry -- Customer services -- Great Britain -- Marketing.
Construction industry -- Customer services -- Europe -- Marketing -- Case studies.
Description 1 online resource (x, 406 pages) : illustrations
Bibliography Note Includes bibliographical references and index.
Note Print version record.
ISBN 063206319X (electronic bk.)
9780632063192 (electronic bk.)
0632049871
OCLC # 47008957
Additional Format Print version: Smyth, Hedley. Marketing and selling construction services. Malden, Mass. : Blackwell Science, 1999 0632049871 (DLC) 99037765 (OCoLC)41646061
Table of Contents
 Preface 
 Acknowledgements 
 Purpose of the Book1
Sect. IWhat is Marketing?25
 1The Business Plan and Marketing Strategy38
 2From Strategic Market Positioning to Selling67
 3Sales Systems110
 4Market Vehicles139
Sect. IIWhat is Selling?153
 5Marketing Mix and Sales Promotion164
 6Relationships and Sales Promotion191
 7Selling the Service and Product214
 8Selling Through Relationships242
 9Selling Added Value and the Product272
 10Selling Added Value and the Service283
 11Selling and the Construction Project Team304
 12The Client Perspective315
Sect. IIIWhich Sales Messages and Evaluation Techniques?333
 13Sales Messages336
 14Sales Monitoring348
 15Sales as Market Research377
 Conclusion384
App. AParadoxes of Marketing and Sales387
App. BSuggested Further Reading391
 Index402



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