Project Marketing

Beyond Competitive Bidding

Häftad, Engelska, 2002

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Beskrivning

Project Marketing: Beyond Competitive Bidding is the first English language book that focuses specifically on this important, emerging subject. Project marketing relates to the various marketing activities that take place prior to winning a contract. It deals with marketing of large and complex projects such as the construction of buildings and power stations.

Produktinformation

Utgivningsdatum:2002-03-22
Mått:171 x 246 x 14 mm
Vikt:425 g
Format:Häftad
Språk:Engelska
Antal sidor:240
Förlag:John Wiley & Sons Inc
ISBN:9780471486640

Utforska kategorier

Projektledning inom Ekonomi och Ledarskap

Mer om författaren

BERNARD COVA is Professor of Marketing and Director of the Project Marketing Research Institute at ESCP-EAP, Paris. PERVEZ GHAURI is Professor of International Business at the Manchester School of Management, UMIST. ROBERT SALLE is Professor of Marketing and Research Director at EM Lyon.

Innehållsförteckning

Part I The Project Business What is a Project? Characteristics of Project Business Project Marketing;Special Features Project Marketing Practices The Project Marketing Logic Part II Marketing Strategy From Corporate Strategy to Marketing Strategy Market Approach: Sociograms and Portfolios Analysing Milieus Managing Customer Relationships Part III Implementation Screening Projects Proactive Co-Development Formulating the Offer Negotiating Projects Practical Guidelines