The role of marketing in promoting the profession of architecture: The environment of Iraqi architectural offices is a case study

Abstract

All Marketing has a major role in professional practice, especially in architectural
professing. The marketing provides a great benefit to the architect, especially if he develops this profession.
Day by day, The architectural profession is becoming more competitive, as it needs to learn more about
advanced marketing techniques. many architects are follow the old ways of gaining customers' reputation,
and these methods do not correspond to the era of modernity in the architectural business environment and
preparing competitors .So the problem surfaced(Lack of adoption of marketing as an important factor in the
success of architectural offices, therefore it is necessary to search for the concept of marketing and what its
plans and it’s strategies ) ,The research goal is "searching for the concept of marketing and determining
what it’s plans and it’s strategies", Research hypothesis: "a successful marketing plan means getting more
customers and thus more profits”. So must be three-stage approach, first: building a theoretical framework
on marketing plans and strategies. Second: applying the vocabulary of the theoretical framework to an
elected sample of architectural offices. Third: analyzing the results and extracting the conclusions, to
conclude that there is a lack of awareness on the importance of marketing in the architectural business
environment in Iraq, and the adoption of marketing as a method between offices and architectural companies
to increase customers and thus increase profits.