No. 5 (2014)

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El marketing en oficinas de arquitectura. Una revisión bibliográfica y una investigación sobre el uso de estrategias en las oficinas de arquitectura
(Universidad de Cuenca, 2014-01) 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.