Project Marketing: Beyond Competitive Bidding

ISBN-13: 9780471486640 / Angielski / Miękka / 2002 / 240 str.

Professor Pervez N. Ghauri; Bernard Cova; Robert Salle

Opis

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

O autorze

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.