Function follows strategy

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"For the past several years, architects have found themselves confronted with a changed market, novel projects and unprecedented demands -- and the insistent question: Which strategies can I employ to win commissions and spark interest in my work ? Building on a comprehensive analysis of articles in the international business press going back to the 1950s, the author looks at the various strategies and approaches used by individual protagonists. His fresh and often startling analogies and anecdotes span almost seven decades, taking the reader from the beginnings of marketing in post-war America to the present day. Political and social transformations, new client expectations, and financial and economic pressures have transformed the architectural profession. Where once the actual process of building was at the forefront of their work, architects today are expected to take on a variety of roles for their clients, functioning as consultants, mediators and even brand designers. This book aim to inspire architects to entertain new possibilities and venture off the beaten track."--