商品簡介
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.
作者簡介
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.
目次
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
