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Textbook
Project Marketing: Beyond Competitive BiddingISBN: 978-0-471-48664-0
Paperback
240 pages
April 2002, ©2002
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 15-20 days delivery time. The book is not returnable.
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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
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
Related Titles
Strategic Marketing
Resources for
Instructors
Contact a Wiley Sales Rep
Find Your Rep
Read an Excerpt
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