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- W2492062034 abstract "While marketing is a known element of successful practice, architects are yet to be convinced of its full potential. Little was known about the marketing practice in architectural firms in Singapore. Attempts were made to determine the realities of formalized marketing approaches and their importance to architectural firms in Singapore through a questionnaire survey (where 95 architectural firms participated) and follow-up interviews. A total of 34 usable responses were collected. This was investigated using the ‘Architecture Business Development Process’ as a framework, which found evidence to suggest that marketing has been recognized as an important component of architectural practice in Singapore. The results show that the adoption of the ‘marketing concept’ in the architecture profession is still in its formative stages. Architectural firms – and small and medium ones in particular – need to fully capitalize on this area of business knowledge in order to influence, command and understand the market f..." @default.
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- W2492062034 date "2016-08-04" @default.
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- W2492062034 title "Marketing importance and marketing performance measurement of architecture firms in Singapore: an exploratory study" @default.
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- W2492062034 doi "https://doi.org/10.1080/01446193.2016.1211719" @default.
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