Project Marketing - Milind Trivikram Phadtare

Project Marketing

A Practical Approach
Buch | Softcover
104 Seiten
2022
Routledge India (Verlag)
978-0-367-35091-8 (ISBN)
44,85 inkl. MwSt
This book is a comprehensive and practical guide to project marketing—a crucial aspect of businesses worldwide. Drawing on extant marketing their, it provides key definitions and discusses concepts such as segmentation, target marketing, positioning in projects, and organizational buyer behaviour.
This book is a comprehensive and practical guide to project marketing – a crucial aspect of businesses worldwide. It encompasses a variety of key infrastructure projects such as roads, airports, ports, power, irrigation, commercial, and industrial buildings.

The volume:

• Provides key definitions and discusses concepts such as segmentation, target marketing, positioning in projects, and organizational buyer behaviour.

• Draws and adapts from extant marketing theory and provides real-life case studies to demonstrate application of concepts.

• Focuses on project marketing logic, marketing mix, negotiation techniques, and strategies to aid contracting/subcontracting firms to realize better pricing and project profitability.

An essential handbook for professional marketers and researchers, this book will be indispensable for B-Schools, project managers, entrepreneurs, infrastructure corporations, and start-ups. It will serve as a key text to foster hassle-free relationships between different business actors and reduce roadblocks such as time and cost escalation, litigation, and the like.

Milind Trivikram Phadtare is Senior Professor, National Institute of Construction Management and Research (NICMAR), Pune, India.

List of Figures

Preface

Chapter 1: Understanding Projects

Chapter 2: Analyzing Project Marketing Environment

Chapter 3: Segmentation, Target Marketing, and Positioning in Projects Business

Chapter 4: Organizational Buyer Behaviour

Chapter 5: Essentials of Project Marketing

Chapter 6: Marketing Mix for Project Marketing

Chapter 7: Project Negotiations

Chapter 8: Conclusion

Index

Erscheinungsdatum
Zusatzinfo 4 Tables, black and white; 4 Line drawings, black and white; 26 Halftones, black and white; 30 Illustrations, black and white
Verlagsort London
Sprache englisch
Maße 156 x 234 mm
Gewicht 200 g
Themenwelt Sozialwissenschaften Soziologie Spezielle Soziologien
Wirtschaft Betriebswirtschaft / Management Logistik / Produktion
Wirtschaft Volkswirtschaftslehre
ISBN-10 0-367-35091-2 / 0367350912
ISBN-13 978-0-367-35091-8 / 9780367350918
Zustand Neuware
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