Made of data and concrete
Tasso, K
Made of data and concrete - 2001 - Estates Gazette (0121) 26 May 2001, 148-149(2) .
Considers the use of marketing by developers to predict and fulfil the needs of occupiers. Suggests that closer relationships now tend to exist between developers and occupiers which has improved responsiveness to customer needs. Illustrates how Slough Estates and other developers have adapted principles of modern marketing such as segmentation and product development to meet their specific requirements. However, many developers still rely on agents for their information, who can lack specific marketing skills. Concludes that developers could benefit from employing marketing professionals rather than property professionals to add value and sophistication to marketing techniques.
MARKETING
PROPERTY INDUSTRY
SEGMENTATION
PRODUCT DEVELOPMENT
MARKET RESEARCH
DEVELOPERS
OCCUPIERS
Made of data and concrete - 2001 - Estates Gazette (0121) 26 May 2001, 148-149(2) .
Considers the use of marketing by developers to predict and fulfil the needs of occupiers. Suggests that closer relationships now tend to exist between developers and occupiers which has improved responsiveness to customer needs. Illustrates how Slough Estates and other developers have adapted principles of modern marketing such as segmentation and product development to meet their specific requirements. However, many developers still rely on agents for their information, who can lack specific marketing skills. Concludes that developers could benefit from employing marketing professionals rather than property professionals to add value and sophistication to marketing techniques.
MARKETING
PROPERTY INDUSTRY
SEGMENTATION
PRODUCT DEVELOPMENT
MARKET RESEARCH
DEVELOPERS
OCCUPIERS