Project Marketing

Beyond Competitive Bidding

Bernard Cova, Robert Salle, Pervez Ghauri

224 pages, parution le 14/05/2002

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Résumé

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.

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

L'auteur - Bernard Cova

Bernard Cova est Professeur à Kedge Business School Marseille où il enseigne la sociologie de la consommation et le marketing. Fondés sur un point de vue ethnosociologique, ses travaux sur les approches sociétales de la consommation ont dès le début des années 1990 posé les bases des développements actuels sur le rôle du marché et des marques dans la construction identitaire des individus et la reconstruction de liens sociaux entre eux, ce qu'il a nommé le marketing tribal.
Aux éditions EMS, Bernard Cova co-dirige la collection "Societing."

Autres livres de Bernard Cova

Start-up tribu

La vie sociale des marques

Marketing critique

Néo-marketing

Découvrir tous les livres de Bernard Cova

L'auteur - Robert Salle

Robert Salle is Director of Research at EMLyon, France.

Autres livres de Robert Salle

Marketing industriel

Découvrir tous les livres de Robert Salle

L'auteur - Pervez Ghauri

Professor Pervez Ghauri teaches Marketing at Manchester Business School.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Bernard Cova, Robert Salle, Pervez Ghauri
Parution	14/05/2002
Nb. de pages	224
Format	17 x 24,5
Couverture	Broché
Poids	423g
Intérieur	Noir et Blanc
EAN13	9780471486640
ISBN13	978-0-471-48664-0