A new book entitled Tools of the Trade: Modern Marketing for Construction Brands is now available by author Neil M. Brown, chairman of the Construction Marketing Association.
The 214-page comprehensive guide covers all aspects of marketing building products, equipment and construction services to construction and related targets. The book is divided into five Units: Strategic Marketing, Tactical Marketing, Specialized Marketing, Practical Marketing and Marketing Resources.
All functional marketing types including traditional and digital media are described with practical tips. The Specialized Marketing unit provides information on channel marketing, A/E/C/ marketing and retail hardware and home improvement marketing. To illustrate marketing best practices, many specific examples of marketing programs and campaigns in the construction industry are shared. The book also serves as the study guide for the CMA's Certified Construction Marketing Professional (CCMP) program.