Project Marketing: Strategy, Tactics, Differentiation and Integration
2008 (English)In: Projects and Profits, Vol. 8, no 1, 37-42 p.Article in journal (Refereed) Published
There has been considerable interest in the management of projects, but little attention has been devoted to their marketing. This study was undertaken to ascertain the apparent strategy and tactics used by firms in a cross-section of situations. Observations suggest that the approach used was contingent upon the offering, not the type of market served. Necessarily, project managers used to get involved in marketing. Basically, the tendency was to use project managers in sales capacity where it seemed useful. They then might get operational responsibility when proposals were successful.
Place, publisher, year, edition, pages
2008. Vol. 8, no 1, 37-42 p.
IdentifiersURN: urn:nbn:se:umu:diva-9328OAI: oai:DiVA.org:umu-9328DiVA: diva2:148999