Author(s): Jerry Yudelson
Language: English
Pages: 262
Table of Contents......Page 6
Acknowledgements......Page 8
How to Read This Book......Page 10
1. Introduction......Page 12
2. Today’s Green Building Market......Page 20
3. Industry Growth to Date......Page 34
4. Forecasting Demand for Green Buildings......Page 48
5. The Business Case for Green Buildings......Page 62
6. Experiences of Green Marketing......Page 80
7. Vertical Markets for Green Building......Page 94
8. Demand for Green Building Measures......Page 110
9. Understanding Marketing Strategies......Page 130
10. Understanding Segmentation, Targeting, Positioning and Differentiation......Page 144
11. Selling Green Buildings......Page 164
12. Marketing Green Developments......Page 180
13. Looking to the Future: Sustainable Engineering Design......Page 198
14. Marketing Services for LEED-EB Projects......Page 208
15. Marketing Services for LEED-CI Projects......Page 216
16. Marketing Services for Future LEED Products......Page 222
17. The Role of the Professional Engineer in Energy Star®......Page 232
18. Forecasts of Demand for LEED Projects......Page 238
19. The People Problem in Marketing Professional Services......Page 242
Appendix......Page 246
E......Page 258
J......Page 259
N......Page 260
T......Page 261
Y......Page 262
