Patterns of Marketing Activity Among Architectural Design Firms

An empirical taxonomy of markehg activity use among architectural design firms is develo~ed based on a s w e y of 639 architecture firm prikipals. The taxonbmy reveals six diff&ent mixes of marketing activity. Each mix consists of the combination of different types of marketing activities used by a subset of Ihe firms sampled. The six marketing activity mixes are then related to select firm' characteristics to draw a more complete profile of marketing activity in the architecture profession. The results indicate that firm size, the nature of firm goals, and the f m principal's attitudes toward marketing are all signif~cantly related to an architecture f m ' s choice of a marketing activity mix. The six marketing activity mixes also differ with respect to key f m outcomes.