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Title: Building Profits in the Construction Industry by Michael T. Kubal, McGraw-Hill Companies, Ronald D. Worth, Kevin Miller, Ronald Worth ISBN: 0-07-134985-5 Publisher: McGraw-Hill Professional Pub. Date: 30 October, 1999 Format: Hardcover Volumes: 1 List Price(USD): $74.95

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Average Customer Rating: 5 (7 reviews)

Rating: 5
Summary: A "must read" for success in the 21st century!
Comment: Though contractors don't always realize it, marketing always has--and will continue to be-- the best way for them to distinguish themselves from their competition. Now, for the first time, everything a building professional needs to know about marketing construction services has been pulled together in one easy-to-follow book. A "must read" for success in the twenty-first century!

The reviewer is the Past-President of the Construction Writers Association, and Publisher of the award-winning construction newsletter "Words from Woody."

Rating: 5
Summary: Electronic and Digital Age of Marketing Professional Svcs
Comment: Authors Kubal, Miller and SMPS' own Ron Worth have put togetherone of the strongest marketing books to come along in a long, longtime. This is a virtual encyclopedia of how-to marketing, weighting in at 420 pages plus a CD-ROM.

Finally we have a marketing book that recognizes we are in the electronic and digital age and that the internet has changes marketing forever. The summary of Chapter Two on "Virtual Construction" starts out, "Undoubtedly the virtual age is encroaching upon the construction industry. Its effects on how construction is completed will become obvious, and changes to how construction is sold and marketed in the twenty-first century will also occur." while that is an understatement, many firms have not yet realized that the twenty-first century is here and these things are happening all around us.

The CD-Rom, with its listing of internet hyperlinks, is worth the price of the book alone. Using this CD, you can access most of the information about our industry that is available today. The book's chapter on market research will show you just how valuable the internet and the CD can be.

While some of the chapters in the book are targeted to the construction field, most of the book is directly applicable to our entire industry. The chapters on "Creating a Marketing Plan" and "Marketing and Sales Technology and Marketing Materials," while illustrated with examples from the construction industry, are as good a general guide on "how to do it right" as you will find anywhere.

Some of the best of the book can be found in "Marketing Communication Plan" and "Getting Publicity for Your Business." Any firm can gain from reading and implementing the material in these chapters. The list of questions on how to quantify your prospects on page 99 needs to be copied and given to every marketer and principal in every firm in the land. It is a list of the basic questions, the ones not asked or, if they are, the answers are ignored.

I have a couple of bones to pick about the book. One is the title. Why not just call it Marketing Techniques for the Construction Industry? I guess they thought that mentioning 'profits' would get more attention. My problem with the title is that some will buy the book looking for the wrong thing and, more importantly, some will not buy the book when they go looking for good marketing advice.

The other problem I have with the book (and I am being really picky here) is that the authors, from time to time, get too caught up in the widgets and wizardry of technology. The danger here is that the widgets and wizardry change every day. When you mention Palm Pilot III, you are already yesterday's news. The concepts are right, but listing today's technology tools is a mistake.

Rating: 5
Summary: An Effective and Powerful Tool
Comment: Today, it's everyone's role to market and sell. The book will help you with everything from implementing a marketing plan and building strategic alliances to selling virtual construction and design-build methodologies. What an effective and powerful tool for the construction industry and about time!