Marketing Fever

Notes

• Gutman , Robert . 1988 . Architectural Practice: A Critical Review New York : Princeton Architectural Press . p 73.
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• Gutman . Architectural Practice 73
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• Kieran , Stephen . “The Architecture of Plenty: Theory and Design in the Marketing Age” . Harvard Architecture Review: Patronage , 6 (1987): 103–113.
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• McLeod , Mary . “Architecture and Politics in the Reagan Era: From Postmodernism to Deconstruction” . Assemblage , 8 (February 1989): 38. McLeod describes this trajectory in the careers of several architects: “for Robert Stern, from a critique of public housing in the Roosevelt Island Competition to luxury suburban developments: for Charles Moore, from a sensitive search for place and a regionally responsive vocabulary at Sea Ranch to outlandish walls and amusement parks at the New Orleans World's Fair: for Michael Graves, from the startling forms of Fargo-Moorhead to the cartooned imagery of Disney Dolphin hotels: and for Andres Duany, Elizabeth Plater-Zyberk, and developer Robert Davis, from the 1960s idealism that inspired Seaside to its present Victorian condomininms for Atlanta lawyers.”
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• McLeod . “Architecture and Politics in the Reagan Era”, p 38.
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• Mayo , James . “Aesthetic Capital: The Commodification of Architectural Production”, Modulus 21: Politics and Architecture, (1991): 66.
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• Bartels , Robert . 1988 . The History of Marketing Thought Colombus , Ohio : Publishing Horizons . [3rd edition].
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• Bartels . The History of Marketing Thought 248
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• Bartels . The History of Marketing Thought 249
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• 1960 . Basic Marketing: A Managerial Approach Homewood , Illinois : Richard D Irwin . E J McCarthy, [revised edition 1964; 3rd edition, 1968; 4th edition, 1971]
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• Bartels . The History, of Marketing Thought 260
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• Bartels . The History of Marketing Thought 267
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• Bartels . The History of Marketing Thought 275
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• How to Market Professional Design Services New York : McGraw-Hill . See W J Wittreich, “How to Buy/Sell Professional Services”, Harvard Business Review, (March-April 1966): 127–134; G Jones, 1976; P Kottier & R A Connor, “Marketing Professional Services”, Journal of Marketing, 41, 1 (January 1977): 71–76.”
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• Wilson , Aubrey . 1972 . The Marketing of Professional Services England : McGraw- Hill . pp xi-xii.
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• Wilson . The Marketing of Professional Services p xii.
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• Wilson . The Marketing of Professional Services p xiii
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• 1957 . The Hidden Persuaders London : Longman . Here Wilson refers to ‘The Hidden Persuader syndrome’ as the view that “marketing is seen as a huge increasingly dangerous technology making it possible to induce persons to buy things, propositions, and causes they either do not want or which are bad for them.” This view he takes from Vance Packard,. See Wilson, The Marketing of Professional Services, p. 23.
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• Wilson . The Marketing of Professional Services 23 – 24 . He continues by saying, “Perhaps the short run problem of firms is to persuade clients to buy existing services, but the long-run objective is clearly to create the services buyers need and to ensure that they are aware of them.” In an earlier section he says the major function of marketing is “to present a company's offering in a way which will provide profit for the supplying firm while enabling prospective purchasers to perceive values for which they are willing to sacrifice alternative uses of their money”. Wilson, The Marketing of Professional Services, p 13.
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• Wilson says that the work of W J Wittreich represented the breakthrough that marketeers had been looking for—the advance in understanding of the concepts which underlie the differences between product arid service buying and marketing. See Wittreich, “How to Buy/Sell Professional Services”, pp 128–131.
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• states , Wilson . “The marketing of professional services requires the use of the full range of public relations techniques, if only because for the professional service firm PR with its indirect appeals seems to offer the one reasonable certain way of overcoming embargoes which are maintained for ethical or other reasons for the nse of advertising and other promotional methods.” Wilson, The Marketing of Professional Services, p 119.
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• Wilson . The Marketing of Professional Services 121
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• 1973 . How to Market Professional Design Services New York : McGraw-Hill . Gerre L Jones
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• Jones . How to Market Professional Design Services p vii.
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• In 1971 the American Institute of Architects published The Architect's Handbook of Professional Practice that contained a chapter entitled “The Architect and Public Relations.”
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• Jones . How to Market Professional Design Services 8
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• Jones . How to Market Professional Design Services 284
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• Handbook of Public Relations New York : McGraw-Hill . By the early 1970s books and articles on public relations were being published in profuse amounts in America. Most of the books (some in their second, third and even sixth edition) espoused a “how-to-do-it” approach to establishing “your own PR program.” They defined and classified the objects, themes and strategies of public relations as a theory with direct implications for modem day business success. See Howard Stephenson (ed), 1971 [2nd edition].; S M Cutlip, Effective Public Relations, Englewood Cliffs, New Jersey: Prentice-Hall, 1971 [4th edition]; B R Cantield & H F Moore, Public Relations: Principles, Cases and Problems. Homewood. Illinois: R D Irwin, 1973 [6th edition]; and Philip Lesly (ed), Lesly' s Public Relations Handbook, Englewood Cliffs, New Jersey: Prentice-Hall, 1971.
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• The Making of a Profession: A History of the Growth and Work of the Architectural Institutes in Australia Sydney : Angus & Robertson . J M Freeland, 1971, p 200.
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• Freeland . The Making of a Profession 194
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• Freeland . The Making of a Profession 194
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• “Council Reports” . In Bulletin [RAIA, NSW Chapter], (June 1977): 5.
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• “Letter from the President” . In Architecture Australia 66, 6 (December 1977-January 1978): 23.
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• “Letter from the President” 23
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• Bailey , Donald . “RAIA: Bridging Communications Gap” . Architecture Australia , 67 1 (February–March 1978): 22–23.
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• “RAIA” . Architecture Australia, 61 , 3 John M Davidson, (June-July 1978): 23. Davidson was the first Chairman of the Information Division when it began in December 1977.
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• Kindon wrote a series of articles on the Information Division that were published in Architecture Australia during 1978.
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• Kindon , David . “Information/Information” . Architecture Australia , 67 1 (February-March 1978): 26.
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• See M D Chapman, “Letters”, Bulletin [RAIA, NSW Chapter], (February 1978): 12.
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• Chapman . “Letters”, p 12.
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• See Eric Daniels, “President's Column”, Bulletin [RAIA, NSW Chapter], (April 1978): 1.
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• Kindon . “Information/Information”, (February-March 1978), p 26.
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• It was reported that John Davidson believed that GAP was responsible for the Parliamentary Committee's change of mind in favour of a modified two-stage national competition for the new Parliament House in Canberra. See David Kindon, “Information/Information”, Architecture Australia, 67, 3 (June-July 1978): 28.
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• “RAIA: Energy & Buildings” . Architecture Australia , 69 R N Johnson, 2 (April-May 1980): 81–84. This “manifesto” was a strong statement on behalf of the Institute “as a responsible professional organisation” about its concern over the long-term aspects of the conservation of energy and the “more frugal use of energy in buildings.” This outward act of political lobbying stirred much interest in the profession, and bore responses from governmeut ministers as to their policies on energy conservation, housing and the recycling and rehabilitation of buildings. See “RAIA News: Minister for Housing and Construction comments on built environmeut”, Architecture Australia, 70, 3 (July 1981): 33–34.
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• “Australia Wide” . In Architecture Australia 67, 3 (June-July 1978): 25–26. Botsai was elected Vice-President of the AIA in 1976 on a platform to increase the effectiveness of the Institute in assisting members to expand their markets” and “improve' existing markets. See News Report”, Progressive Architecture, 57, 6 (June 1976): 23. The Information Division produced a cassette entitled “Botsai Down Under” as a record of Botsai's visit. See also, “Botsai Slams Sydney Scene”, Bulletin [RAIA, NSW Chapter], (May 1978): 1.
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• Kindon . “Information/Infonnation”, (June-July 1978), p 27.
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• See American Institute of Architects, Marketing Architectural Services, AIA Handbook of Professional Practice, 1975; and Canadian Handbook of Practice for Architects, Marketing Architectural Services, vol 1, Ontario: RAIC, 1976.
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• “ Marketing Architectural Services ” . In This statement is taken from the Canberra : National Information Division . 1988 re-issue of David Kindon, Royal Australian Institute of Architects, June 1988, p 2.
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• Kindon . Marketing Architectural Services, pp 89–90.
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• Anthea Norman came from a background in the Australian Public Service and ran her own consultancy business in communications and adult learning. See “RAIA News: Thanks and Goodbye, David Kindon”, Architecture Australia, 70, 3 (July 1981): 36. Heather Gaskell had worked as a management and personnel consultant, lecturer and editor, and was a visiting fellow in the Centre for Continuing Education at the Australian National University in 1982. See “RAIA News: New RAIA Information Director”, Architecture Australia, 72, 5 (September 1983): 34.
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• “RAIA News: New RAIA Information Director”, Architecture Australia, 73, 6 (September 1984): 35.
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• Johnstone , Simon . “Who needs television to be a better architect?” . Architecture Australia, 77 , 4 (June 1988): 90–91.
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• Tony Radford said, “As with all electronic communications, the greatest value to the profession will come with universal usage, when electronic messages can be the standard means of communications between the Institute and its members and (using Viatel customer directory published each quarter and available on the database) between members.” Tony Radford, “Archidata”, Architecture Australia, 75, 6 (September 1986): 31.
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• ‘Australian Architecture Online’, http://awards.raia.com.au/htmI/about.htm RAIA, 1999.
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• Bourdieu , Pierre . The Field of Cultural Production [Randal Johnson (ed)], Cambridge, Massachusetts: Polity Press, 1993.
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• Bourdieu . The Field of Cultural Production 115
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• Bourdieu . The Field of Cultural Production 116
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• Bourdieu . The Field of Cultural Production 120
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• Quarry , Neville . 1997 . Award Winning Australian Architecture Sydney : Craftsman House .
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• Quarry, Award Winning Australian Architecture, p 7.
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• Kindon . “Information/Infonnatiou”, (February-March 1978), p 26.
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• Sponsorship for the NSW Chapter awards was gained from Acmil, the buildms product manufacturers (which was later to be acquired by ACI International).
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• Peck , Michael . “The first National Awards for architectural excellence” . Architecture Australia , 70 6 (December 1981): 3.
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• Peck . “The first National Awards for architectural excellence”, p 3.
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• Grimwade , Andrew . Architecture Australia , 71 6 (December 1981): 73.
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• Grimwade , Andrew . “ACI—1982 National Awards Sponsor” . Architecture Australia , 71 6 (December 1982): 58.
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• Grimwade . “ACI—1982 National Awards Sponsor”, p 58.
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• states , Grimwade . “Australians have a deep sense of national identity. Our society and culture are very special to us all. Our architecture is an integral part of that society and culture. The ACI Architecture Award in 1982 is deliberately designed to recognise this fact, and to encourage Australian architects to continue to develop still further this sense of national identity.” Grimwade, “ACI—1982 National Awards Sponsor”, p 58.
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• For example see “Your Guide to ACI, Australia's leader in building products”, published in Architecture Australia, 71,6 (December 1982).
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• “Turn Inspiration into Reality: ACI Building Products Group” (advertisement), Architecture Australia, 75, 8 (December 1986): back cover.
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• See “Letters: Duncan Marshall, Clearer statements by awards judges needed”, Architecture Australia, 77, 3 (May 1988): 38; “Responses to the National Awards”, Architecture Australia, 6, 82 (November-December 1993): 70–71.
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• See Don Bailey, “Architecture Awards—Quo Vadis?”, Architecture Australia, 74, 8 (December 1985): 46.
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• Ian McDougall, “Introduction: Mythology and Awards”, Architecture Australia, 79, 10 (November 1990): 21.
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• McDougall . “Introduction: Mythology and Awards”, p 21.
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• “Macquarie Marketing” (advertisement), Architecture Australia, 11, 5 (July 1988): 51.
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• See Architext Supplement to Architecture Australia, 11, 1 (October 1988): 156.
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• This is illustrated well in the way the Information Division sought to give international publicity to Australian architecture by sponsoring the visit of the editors of the London-based journal, Architectural Review, resulting in a special September 1978 issue devoted to Australia. See Architectural Review, 162, 979 (September 1978).
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