Arquitecturas de la estrategia examines the marketing techniques that architects use to secure commissions, sell projects, and build works.
ISBN
9788417905286Title
Arquitecturas de la estrategiaAuthor
Eduard Sancho PouPublisher
Ediciones AsimétricasPublication year
2020Binding
Tapa blandaLanguage
Español
Sales strategies are not taught in school because it has long been assumed that architects should not "sell" themselves. Nor are they discussed in professional practice, as few are willing to reveal the secrets that allow them to survive. Consequently, there is no specific literature on the subject, even though architects have always been excellent sellers of ideas. If we understand how the market works and what we are exposing ourselves to, perhaps we can "stay on the wave and surf it," as Koolhaas says. In other words, knowing the rules of the game is essential for navigating the field with ease. The challenge is significant, especially in the current context.
