| Description |
1 online resource (200 pages) : illustrations |
| Series |
DETAIL Special |
|
DETAIL Special
|
| Contents |
Frontmatter -- Contents -- PREFACE -- PROLOGUE -- INTRODUCTION: WHERE ARE WE AND HOW DID WE GETH ERE? -- Marketing: HOW TO SELL ACCORDING TO THE RULES OF MARKETING -- Icons: HOW TO SELL ARCHITECTURE THROUGH ICONIC BUILDINGS AND FAMILIAR IMAGES -- Politics: HOW TO RECOGNIZE THE PEOPLE AND PROBLEMS BEHIND THE FIGURES AND GRAPHICS -- Throng: IDEAS FOR A FAST-GROWING POPULATION (IS THERE A MODEL THAT CAN BE REPEATED AT WILL?) -- Developer: THE ATTEMPT TO GENERATE DEMAND, OR THE ARCHITECT AS PROJECT DEVELOPER -- N°1: MAKING THE RULES -- OUTLOOK -- EPILOGUE -- INTERVIEW: A CONVERSATION WITH ART GENSLER AND BJARKE INGELS -- BIBLIOGRAPHY -- INDEX -- EDUARD SANCHO POU -- ACKNOWLEDGEMENTS |
| Summary |
In past years, architects have been confronted with a changed market, changed sets of tasks and also new requirements. Which strategies can they adopt to get commissions or spark interest in their projects? With selected examples, the author analyses the processes of individual architects since the 1950s. Beginning with the commencement of marketing in the North American post-war era he proceeds to then cast his view to contemporary times. Transformations in society and politics, the changed requirements of clients, and also the crisis in the economy and financial circles all influence the professional existence of architects. While pure construction itself was the focus in previous times, today's architects must adopt a wide variety of roles in relation to clients - ranging from consultant to mediator and brand designer. The book is intended to inspire architects to consider new options and unusual paths |
| Analysis |
(Produktform)Electronic book text |
|
(Zielgruppe)Fachpublikum/ Wissenschaft |
|
(BISAC Subject Heading)ARC015000 |
| Bibliography |
Approx. 30 in color, 20 b/w |
| Notes |
In English |
|
Online resource; title from PDF title page (ACM, viewed April 03 2015) |
| Subject |
Architectural practice -- History -- 20th century
|
|
Architecture, Modern -- 20th century.
|
|
ARCHITECTURE / Professional Practice.
|
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Architectural practice
|
|
Architecture, Modern
|
|
Architektenbüro
|
|
Marketingstrategie
|
| Genre/Form |
History
|
| Form |
Electronic book
|
| ISBN |
395553197X |
|
9783955531973 |
|
