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- Title
Marketing Integration for Land Developers.
- Authors
Verda, Dominic J.
- Abstract
The article reports on the development of an integrated marketing plan formulated by land developers. The author focuses on analyzing case studies in which marketing personnel was brought into a project early in order to steer the marketing strategy in the right direction. In many cases the marketing director works with the land developer during the planning stages of construction. The marketing representative then prepares a presentation for the financial lender detailing the economic and financial aspects of the project. The marketing representative is also responsible for planning and executing the advertising campaigns that are used to sell homes. The author proposes that retaining a marketing manager facilitates team coordination.
- Subjects
INTEGRATED marketing; REAL estate developers; MARKETING strategy; BUSINESS planning; MARKETING management; ADVERTISING campaigns; ADVERTISING media planning; MARKETING executives; MARKETING personnel; MARKETING consultants; DWELLINGS -- Marketing; PROJECT management
- Publication
Journal of Marketing, 1976, Vol 40, Issue 4, p105
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224297604000416