Contemporary Marketing Theory

and Practice

Having considered green buildings and green technologies in depth, it is now time to turn our attention to marketing theory and practice. How does a design firm put in place a comprehensive marketing strategy and devise a set of tactics that will give it competitive advantage in the green building marketplace? First of all, it is important to understand green building as an innovation in an established marketplace and to realize how to tailor marketing approaches to the level of adoption of green building approaches in various market segments.

Second, we consider the rudiments of competitive strategy and look at three primary strategic thrusts a firm can choose: differentiation, low cost and focus. Third, we show how differentiation results from market segmentation, appropriate targeting and positioning statements that a firm reinforces with its marketing communications and tactical marketing plan. We present several examples of successful marketing communications programs, focused around high-level sustainable design projects.

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