Marketing Green Building Services

1st Edition

Strategies for Success

Authors: Jerry Yudelson
Paperback ISBN: 9780750684743
Imprint: Architectural Press
Published Date: 30th October 2007
Page Count: 312


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Marketing Green Building Services: Strategies for Success presents all the information key decision-makers need to respond to the fast-growing market for green buildings, design and construction services and products. Completely updated, revised and expanded from the author’s previous works, this book is the one resource you need to succeed in the green building marketplace.

With a sound grounding in contemporary marketing theory and practice, the book assembles hard-to-find information to assist executives and partners in design and construction firms in crafting competitive strategies that build on their firm’ strengths, while shoring up their weaknesses. Since most design and construction firms specialize in particular market sectors, the book systematically examines the important market segments for green buildings. It also presents key business case justifications for green buildings that help architects, engineers and builders to understand client motivations and respond to them with appropriate marketing tactics and communications strategies.

The book examines how the green building market is adopting certain new products and design approaches, information that will help manufacturers and product sales teams to craft appropriate marketing strategies. The book also helps owners and developers understand the green building business case and to find out what other leading-edge firms and projects have learned - how to market and sell green buildings and green developments in a highly competitive marketplace.

Key Features

  • Find out how leading-edge firms market and sell green buildings
  • Develop strategies for success in this fast growing, constantly changing and highly competitive marketplace
  • Learn how to understand client motivations and respond to them with appropriate marketing tactics and communications strategies


Professional architects, engineers and building contractors entering or working in the green building marketplace

Table of Contents

Understanding Green Buildings; Dynamics of Green Building Markets; Current Green Building Market Trends; The business case for green buildings; Case Studies of Successful Green Building Marketing; Contemporary Marketing Theory and Practice; Green Buildings in Selected Vertical Markets; Positioning Your Firm or Company as Green; Six Keys to Successful Green Marketing; Marketing Green Developments to Buyers and End-Users; The Future of Green Buildings and Sustainable Design; Green Building Resources for Marketers


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© Architectural Press 2008
Architectural Press
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About the Author

Jerry Yudelson

Jerry Yudelson, PE, MS, MBA, LEED AP, is a professional engineer and a former board member of the U.S. Green Building Council (USGBC). He is founder and principal of Greenway Consulting Group, L.L.C., Tucson, Arizona. He is an expert in the USGBC’s LEED green building rating system, and has trained more than 2,500 people in the LEED system since 2001. He has more than 25 years of experience with marketing renewable energy systems, building design and site planning services, environmental remediation, water conservation and waste management. He co-founded one of the green building industry’s leading consulting firms, served for eight years as marketing and sustainability director for two leading consulting engineering firms. He writes and speaks frequently on marketing aspects of green buildings and developments to national and international audiences.

Affiliations and Expertise

Principal, Yudelson Associates