Project Marketing: Beyond Competitive Bidding

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.
FEATURES
∗ The authors are all leading international figures in the field of project marketing. Bernard Cova is co–founder and leader of The European Network on Project Marketing and System Selling.
∗ The book provides models and methods that are necessary to develop a constructive approach to project marketing.
∗ It contains more than 20 short cases drawn from a wide variety of industries e.g. aerospace, construction, engineering, transport and energy. The cases are truly international with examples from Europe, Asia, USA and Africa.
Project Marketing: Beyond Competitive Bidding can be used a textbook for MBA and other masters–level courses in project marketing and project management. It will also be highly relevant for practitioners and participants in executive and in–company training programs.

Spis treści:
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

Nota biograficzna:
BERNARD COVA is Professor of Marketing and Director of the Project Marketing Research Institute at ESCP–EAP, Paris.
PERVEZ GHAURI is Professor of International Busine ss at the Manchester School of Management, UMIST.
ROBERT SALLE is Professor of Marketing and Research Director at EM Lyon.

Okładka tylna:
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.
FEATURES
∗ The authors are all leading international figures in the field of project marketing. Bernard Cova is co–founder and leader of The European Network on Project Marketing and System Selling.
∗ The book provides models and methods that are necessary to develop a constructive approach to project marketing.
∗ It contains more than 20 short cases drawn from a wide variety of industries e.g. aerospace, construction, engineering, transport and energy. The cases are truly international with examples from Europe, Asia, USA and Africa.
Project Marketing: Beyond Competitive Bidding can be used a textbook for MBA and other masters–level courses in project marketing and project management. It will also be highly relevant for practitioners and participants in executive and in–company training programs.