Marketing and Disposal

  • David Isaac
Chapter
Part of the Macmillan Building and Surveying Series book series (BASS)

Abstract

Marketing is an important part of business strategy; Ansoff (1986) suggests that firms need a well defined scope and growth direction; the product market scope specifies the particular sector to which the firm confines its position, the growth sector indicates the direction in which the firm is moving with respect to its current market posture. Besides objectives relating to growth of turnover, market share and earnings growth, the firm needs to have additional decision rules if it is to have orderly and profitable growth. These rules and guidelines comprise a strategy, and the concept of strategy involves:
  1. (i)

    a broad concept of the firm’s business;

     
  2. (ii)

    guidelines for the search for direction and new opportunities;

     
  3. (iii)

    decision rules which narrow firms’ selection process to the most attractive opportunities (Ansoff 1986, p. 94).

     

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References

  1. Ansoff, H. I. (1986) Corporate Strategy, Sidgwick&Jackson, London.Google Scholar
  2. Bevan, O. A. (1991) Marketing and Property People, Macmillan Press, London.Google Scholar
  3. Cadman, D. and Austin-Crowe, L. (1991) Property Development, E. & F. N. Spon, London.Google Scholar
  4. Cleaveley, E. S. (1984) The Marketing of Industrial and Commercial Property, Estates Gazette, London.Google Scholar
  5. Etter, W. and Shaffer, S. (1987) ‘Market Segmentation — applying a marketing concept to commercial real estate development’, Journal of Valuation, vol. 6 no.1, pp. 42–56.CrossRefGoogle Scholar
  6. Evans, J. R. and Berman, B. (1988) Principles of Marketing, St Martin’s Press, New York.Google Scholar
  7. Norton, M. D. (1988) ‘Market Analysis and Project Evaluation’ in C. Darlow (ed.) Valuation and Development Appraisal, Estates Gazette, London.Google Scholar
  8. Ratcliffe, J. (1984) ‘Marketing for Development’, Occasional Paper, Polytechnic of the South Bank, Department of Estate Management.Google Scholar
  9. Ratcliffe, J. and Butler, J. (1985) ‘Marketing’, Estates Cazette, 7 September.Google Scholar

Copyright information

© David Isaac 1996

Authors and Affiliations

  • David Isaac
    • 1
  1. 1.University of GreenwichUK

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