Table of Contents

Introduction. Today's Green Building Market. Industry Growth to Date. Forecasting Demand for Green Buildings. The Business Case for Green Buildings. Experiences of Green Marketing. Vertical Markets for Green Buildings. Demand for Green Building Measures. Understanding Marketing Strategies. Understanding Segmentation, Targeting, Positioning & Differentiation. Selling Green Buildings. Marketing Green Developments. Looking to the Future: Sustainable Engineering Design. Marketing Services for LEED-EB Projects. Marketing Services for LEED CI Projects. Marketing Services for Future LEED Products. The Role of the Professional Engineering Energy Star®. Forecasts of Demand for LEED Projects. The People Problem in Marketing Professional Services. Appendix, Index.