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首页> 外文期刊>Journal of Architectural Engineering >Review of Business Comes to the Expert: A Proactive Marketing Plan for Professional Practice Firms by Brenda Richards and Kathleen Soldati
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Review of Business Comes to the Expert: A Proactive Marketing Plan for Professional Practice Firms by Brenda Richards and Kathleen Soldati

机译：业务回顾走向专家：Brenda Richards和Kathleen Soldati针对专业实践公司的主动营销计划

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The premise of Business Comes to the Expert is simple: firms that learn to actively and creatively collect and manage company knowledge and disseminate it in the AEC marketplace can build their reputations as the go-to experts. When this concept is properly executed, business finds your firm, or at the very least, it shows you how you can generate marketing opportunities rather than wait for them to come along. From the beginning, the book concentrates on proactive marketing rather than the reactive marketing approach of replying to advertised needs or requests for proposals (RFPs). Following this approach, you quickly realize that every firm activity has some value as a marketing activity if you know how to use it to its best advantage.rnAuthors Brenda Richards and Kathleen Soldati, a duo of experienced marketing professionals, outline a practical, no-nonsense approach to business development. Expert is not an academic textbook, but rather a step-by-step marketing handbook for developing new business, specifically focusing on the building industry. Brenda Richards's career in design firm administration and management is extensive, and she has contributed to publications produced by the Society for Design Administration (SDA) and the American Institute of Architects (AIA). Kathleen Soldati is an innovative professional with significant marketing and public relations expertise who is currently teaching a course on marketing strategies for design firms at Boston Architectural College.
机译：“业务专家化”的前提很简单：学会积极，创造性地收集和管理公司知识并在AEC市场中进行传播的公司可以建立专家级声誉。如果正确执行了此概念，企业就会找到您的公司，或者至少会找到您的公司，它向您展示了如何产生营销机会，而不是等待它们来临。从一开始，这本书就专注于主动营销，而不是回应广告需求或建议书（RFP）的被动营销方法。按照这种方法，您很快就会意识到，如果您知道如何充分利用每种活动，就可以将其视为营销活动的价值。rnAuthorsBrenda Richards和Kathleen Soldati是经验丰富的营销专业人员二人组，他们概述了一种实用，胡说八道的业务发展方法。专家不是一本学术教科书，而是一本有关开发新业务（特别着重于建筑业）的循序渐进的营销手册。布伦达·理查兹（Brenda Richards）在设计公司行政管理方面的职业生涯十分广泛，她为设计行政管理协会（SDA）和美国建筑师协会（AIA）制作的出版物做出了贡献。凯瑟琳·索尔达蒂（Kathleen Soldati）是一位具有丰富的营销和公共关系专业知识的创新专业人员，目前正在波士顿建筑学院为设计公司教授营销策略课程。

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