Marketing green building services : strategies for success / Jerry Yudelson.

Includes bibliographical references (p. [259]-265) and index.

Pt. 1. Green Building Market -- 1. What is a Green Building? -- Green building characteristics -- LEED rating systems -- Other green building rating systems -- Typical green building measures -- case for high-performance buildings -- Drivers of green building market growth -- Barriers to green building market growth -- 2. Today's Green Building Market -- Green building market leaders -- Green building market surveys -- LEED project trends in 2007 -- Current market impact of green buildings -- LEED rating system use -- Use of certification programs for green building projects -- 3. Business Case for Green Buildings -- Incentives and impediments to green buildings -- Benefits that build a business case -- Who benefits? -- 4. Costs of Green Buildings -- High-performance on a budget -- Cost drivers for green buildings -- 2003 cost study for the State of California -- Davis Langdon cost studies -- 2004 General Services Administration Cost Study -- Soft costs for green building projects -- green schools report -- Using integrated design to reduce costs -- 5. Vertical Markets for Green Buildings -- Commercial offices -- Educational buildings -- Public facilities -- Healthcare and hospital facilities -- High-rise housing -- 6. Specialty Markets for Sustainable Design -- Green commercial interiors -- Existing building sustainability upgrades -- Urban planning and design -- Mixed-use development -- Greening the retail sector -- Green hotels and resorts -- Large public facilities: transportation and sports -- International markets -- 7. Green Building Technologies -- Green roofs -- Demand for specific green building measures In LEED-NC certified projects -- Energy-efficient technologies -- Marketing certified wood products for green building projects -- Marketing solar energy systems -- 8. Experiences of Green Building Marketing -- Surveys of green building marketing -- One firm's approach: Bruner/Cott Architects -- Case study: SERA Architects, Inc -- Recommendations for marketers and practitioners -- Case study: Thomas Hacker Architects, Inc -- fundamental marketing problem -- Case study: Turner Construction Company -- Pt. 2. Marketing Sustainable Design Services -- 9. Contemporary Marketing Theory and Practice -- Understanding the "diffusion of innovations" -- Green buildings as an innovative product -- Two other ways to understand innovation diffusion -- Understanding segmentation, targeting, positioning and differentiation -- Competitive strategy -- Particular issues for marketing green building services -- 10. Sustainable Design Marketing Tactics -- Who is using LEED? -- Roles of building professionals -- Case study: Green building roles for structural and civil engineers -- Greening a design firm -- Assessing sustainable design marketing strategy -- Integrating sustainable design into marketing programs -- Business development -- Marketing tactics that work -- Developing a sustainable design focus -- Integrating green design and marketing activities -- Using diffusion theory to focus your marketing efforts -- Case study: Mithun -- 11. Challenges by Green Marketing Dynamics -- Marketing requirements for service firms -- Changing the DNA of a design firm -- Changing the DNA of a major construction firm: Swinerton Builders -- people problem -- Pt. 3. Future of Green Building Marketing -- 12. Seven Keys to Sustainable Design Marketing -- seven keys -- Marketing as an evolving strategy -- Understanding the demand for green buildings -- Designing marketing materials -- Ensuring client satisfaction after project completion -- 13. Future of Green Buildings -- Green building growth rates by market sector -- Commercial green building growth rates -- rapid rise of the green residential sector -- larger picture: carbon reduction -- Continuing barriers to green buildings and green development -- Future LEED versions -- Beyond LEED -- App. 1. Green Building Resources -- App. 2. LEED Rating Systems Comparison -- App. 3. Acronym Reference List.