Project Marketing

Beyond Competitive Bidding

Bernard Cova, Pervez Ghauri, Robert Salle (Autoren)

Buch | Softcover

240 Seiten

2002
John Wiley & Sons Inc (Verlag)
978-0-471-48664-0 (ISBN)

Artikel merken

Provides models and methods that are necessary to develop a constructive approach to project marketing. This book contains more than 20 short cases drawn from a wide variety of industries eg aerospace, construction, engineering, transport and energy. It can be used a textbook for MBA and other masters-level courses in project marketing.

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.

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.

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

Verlagsort	New York
Sprache	englisch
Maße	171 x 246 mm
Gewicht	425 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Projektmanagement
ISBN-10	0-471-48664-7 / 0471486647
ISBN-13	978-0-471-48664-0 / 9780471486640
Zustand	Neuware