Description

Book Synopsis
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.

Table of Contents
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

Project Marketing Beyond Competitive Bidding

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    Order before 4pm today for delivery by Fri 7 Aug 2026.

    A Paperback / softback by Bernard Cova, Pervez Ghauri, Robert Salle

      Trusted by thousands of customers. See 2,385+ Customer Reviews

      View other formats and editions of Project Marketing Beyond Competitive Bidding by Bernard Cova

      Publisher: John Wiley & Sons Inc
      Publication Date: Publication Date: 22/03/2002
      ISBN13: 9780471486640, 978-0471486640
      ISBN10: 0471486647

      Description

      Book Synopsis
      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.

      Table of Contents
      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

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