Author Description

Real estate marketing as a discipline for research and academic study has only been developed recently. This book explains the concepts, principles and practice of marketing real estate, and the different modes of selling various types of properties. Personal selling, project marketing and real estate service marketing are also discussed in detail. This book is an essential read for those who wish to acquire a greater understanding of real estate marketing. Table of Contents 1 Introduction 2 - Real Estate Marketing 3 - Concepts in Marketing 4 - Consumer Behaviour 5 - Lifestyles, Involvement and Loyalty 6 - The Buying Process 7 - Characteristics of Real Estate 8 - Product Development 9 - Understanding the Real Estate Market 10 - Direct Marketing 11 - Sales Negotiation 12 - Agency Relationship 13 - The Marketing Plan 14 - Marketing of Development Projects 15 - Retail Marketing 16 - Marketing HDB Properties 17 - Marketing JTC Properties 18 - Marketing Private Properties 19 - Nature of Marketing Research 20 - Data Collection and Analysis 21 - Questionnaire Design 22 - Characteristics of Services 23 - Effective Services Marketing 24 - Prospects and Challenges