|• the marketing role|
|• marketing functions|
|• market segmentation|
|• selling techniques|
|• developer’s viewpoint|
A useful definition of marketing is one provided by the Institute of Marketing, which runs:
Marketing is the management function which organizes and directs all those business activities involved in assessing and converting customer purchasing power into effective demand for a specific production or service to the final customer or user so as to achieve the profit target or other objective set by the company”.
More simply perhaps, marketing is the skill of matching the needs of a buyer with the product of a seller, for a profit. It is probably true to say that development property used to be a soft-sell product. An estate agent would erect a board, place an advertisement and wait. Nowadays, however, those marketing property developments are faced increasingly with a highly competitive and discerning
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Publication information: Book title: Urban Planning and Real Estate Development. Contributors: John Ratcliffe - Author, Michael Stubbs - Author. Publisher: UCL Press. Place of publication: London. Publication year: 1996. Page number: 328.
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