Marketing and architects in South Africa

Abstract

There is a general sentiment against the idea of marketing among architectural professionals. This paper argues for the necessity of a marketing approach particularly in times where the workload is declining. This paper looks at the marketing strategies that the Western Cape architects follow. It examines their efforts in building a successful marketing portfolio that defines marketing targets, utilizes proper marketing tools, and carry on helpful image building tasks. The data were collected using a mailed questionnaire to all principals of architectural offices in the Western Cape Province. The concluding section relates these strategies with the perception of growth over a five‐year period.

Citation

Karam, A.H. (2003), "Marketing and architects in South Africa", Engineering, Construction and Architectural Management, Vol. 10 No. 6, pp. 402-412. https://doi.org/10.1108/09699980310509372