Real estate marketing

Author: Deng Yongcheng
Publisher:
Publish Date: 2004-05-01
Features: This book has three fundamental characteristics: , a close integration of modern marketing theory with real estate operations. In recent years, many books have been published under the title of real estate marketing, but they all have a significant drawback: they mostly focus on basic management principles of marketing and fail to integrate them with the actual practice of real estate operations. Real estate is a highly specialized commodity, and certain marketing principles cannot be directly applied in its operations. As a result, existing real estate marketing books offer limited practical guidance for real estate marketing practices. This book starts from the uniqueness of real estate operations and elaborates on some specific categories and distinctive marketing methods in real estate marketing, essentially creating a new marketing theory system—providing important foundational work for real estate marketing. Second, the content is extensive. First, this book comprehensively covers all aspects of real estate marketing, including the analysis of real estate consumption and investment, the analysis of the real estate market, the characteristics and process of real estate marketing, real estate research, real estate product strategy, real estate pricing strategy, real estate advertising strategy, real estate appraisal methods, and more; second, the book provides a detailed introduction to the relevant knowledge that must be mastered in real estate marketing, such as real estate finance, real estate laws and regulations, and property management. Third, the theory is closely linked to practice. The book explores the laws of real estate marketing, including the characteristics of the real estate market, supply and demand laws, the characteristics of real estate marketing, the role of marketing in real estate development, the sources of creativity in real estate marketing, and the development and innovation of real estate marketing in China, among others. At the same time, since the book provides a detailed introduction to some basic principles, general formulas, and specific methods in real estate operations, it is also highly practical.