Marketing in the offices of architecture. A literature review and an investigation into the use of strategies in architecture offices
This work shows some background information on the use of marketing offices that offer the service of architecture. In United States, since the codes of behavior of the AIA, the vision in Europe -based on the reputation of the architect- and in Latin America, with the creation of marketing schools....
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Universidad de Cuenca
2016
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oai:ojs.pkp.sfu.ca:article-6252018-02-06T10:01:32Z Marketing in the offices of architecture. A literature review and an investigation into the use of strategies in architecture offices El marketing en oficinas de arquitectura. Una revisión bibliográfica y una investigación sobre el uso de estrategias en las oficinas de arquitectura Páez Iturralde, Tatiana This work shows some background information on the use of marketing offices that offer the service of architecture. In United States, since the codes of behavior of the AIA, the vision in Europe -based on the reputation of the architect- and in Latin America, with the creation of marketing schools. Then we establish a review of basic concepts of marketing, concepts which architects or their offices should take into account when thinking about implementing marketing strategies, through the entire process of planning until the incorporation of strategies. Finally we show the results of a brief research on the use of marketing strategies in ten offices of architecture. As conclusions we demonstrate the interest in the use of marketing by the architects, not only to achieve better sales, but to achieve a better positioning of architecture office. The use of digital media, such as social networks, blogs, work network, will be new forms of marketing and the most used to establish the advertising of architecture offices, both locally and globally.Keywords: marketing, architecture, offices, strategies. El presente trabajo muestra unos antecedentes sobre el uso del marketing en las oficinas que ofrecen el servicio de arquitectura: en Estados Unidos, desde los códigos de comportamiento de la AIA, la visión en Europa, basada en la reputación del arquitecto y en América latina, con la creación de escuelas de marketing. Luego, una revisión de conceptos básicos sobre marketing, conceptos que los arquitectos y/o sus oficinas deben tener en cuenta al momento de pensar en implementar estrategias de marketing, pasando por todo el proceso de planificación hasta la incorporación de estrategias. Al final se muestra los resultados de una breve investigación sobre el uso de estrategias de marketing en diez oficinas de arquitectura. Como conclusiones el interés por el uso del marketing por parte de los arquitectos, no solamente para lograr mejores ventas, sino para lograr un posicionamiento de la oficina de arquitectura, el uso de medios digitales, como redes sociales, blogs, trabajos en red, serán las nuevas formas de marketing y más usadas para establecer publicidad de las oficinas de arquitectura tanto local como globalmente.Palabras clave: Marketing, arquitectura, oficinas, estrategias. Universidad de Cuenca 2016-03-18 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://publicaciones.ucuenca.edu.ec/ojs/index.php/estoa/article/view/625 10.18537/est.v003.n005.08 Estoa. Revista de la Facultad de Arquitectura y Urbanismo de la Universidad de Cuenca; Vol. 3 Núm. 5 (2014): Estoa 5 (julio-diciembre 2014); 77-83 Estoa. Revista de la Facultad de Arquitectura y Urbanismo; Vol. 3 No. 5 (2014): Estoa 5 (julio-diciembre 2014); 77-83 1390-9274 1390-7263 10.18537/est.v003.n005 spa https://publicaciones.ucuenca.edu.ec/ojs/index.php/estoa/article/view/625/540 Derechos de autor 2017 Estoa. Revista de la Facultad de Arquitectura y Urbanismo de la Universidad de Cuenca |
| institution |
Universidad de Cuenca |
| collection |
OJS |
| language |
spa |
| format |
Online |
| author |
Páez Iturralde, Tatiana |
| spellingShingle |
Páez Iturralde, Tatiana Marketing in the offices of architecture. A literature review and an investigation into the use of strategies in architecture offices |
| author_facet |
Páez Iturralde, Tatiana |
| author_sort |
Páez Iturralde, Tatiana |
| title |
Marketing in the offices of architecture. A literature review and an investigation into the use of strategies in architecture offices |
| title_short |
Marketing in the offices of architecture. A literature review and an investigation into the use of strategies in architecture offices |
| title_full |
Marketing in the offices of architecture. A literature review and an investigation into the use of strategies in architecture offices |
| title_fullStr |
Marketing in the offices of architecture. A literature review and an investigation into the use of strategies in architecture offices |
| title_full_unstemmed |
Marketing in the offices of architecture. A literature review and an investigation into the use of strategies in architecture offices |
| title_sort |
marketing in the offices of architecture. a literature review and an investigation into the use of strategies in architecture offices |
| description |
This work shows some background information on the use of marketing offices that offer the service of architecture. In United States, since the codes of behavior of the AIA, the vision in Europe -based on the reputation of the architect- and in Latin America, with the creation of marketing schools. Then we establish a review of basic concepts of marketing, concepts which architects or their offices should take into account when thinking about implementing marketing strategies, through the entire process of planning until the incorporation of strategies. Finally we show the results of a brief research on the use of marketing strategies in ten offices of architecture. As conclusions we demonstrate the interest in the use of marketing by the architects, not only to achieve better sales, but to achieve a better positioning of architecture office. The use of digital media, such as social networks, blogs, work network, will be new forms of marketing and the most used to establish the advertising of architecture offices, both locally and globally.Keywords: marketing, architecture, offices, strategies. |
| publisher |
Universidad de Cuenca |
| publishDate |
2016 |
| url |
https://publicaciones.ucuenca.edu.ec/ojs/index.php/estoa/article/view/625 |
| work_keys_str_mv |
AT paeziturraldetatiana marketingintheofficesofarchitecturealiteraturereviewandaninvestigationintotheuseofstrategiesinarchitectureoffices AT paeziturraldetatiana elmarketingenoficinasdearquitecturaunarevisionbibliograficayunainvestigacionsobreelusodeestrategiasenlasoficinasdearquitectura |
| _version_ |
1709550423581392896 |