{"product_id":"project-marketing-isbn-9780471486640","title":"Project Marketing","description":"\u003ci\u003eProject Marketing: Beyond Competitive Bidding\u003c\/i\u003e 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.\"Project Marketing\" ist das erste englischsprachige Lehrbuch, das sich speziell mit dem Thema Projektmarketing auseinandersetzt.\u003cbr\u003e \u003cbr\u003e Es enthält zahlreiche kurze Fallstudien zu einer Vielzahl von Branchen, einschließlich Transport, Luftfahrt und Energie.\u003cbr\u003e \u003cbr\u003e Der Band beschreibt die notwendigen Strategien und Methoden für konstruktives Projektmarketing.\u003cbr\u003e \u003cbr\u003e Eine umfassende Einführung in einen jungen Teilbereich des Projektmanagement. Part I The Project Business\u003cbr\u003e \u003cbr\u003e What is a Project?\u003cbr\u003e \u003cbr\u003e Characteristics of Project Business\u003cbr\u003e \u003cbr\u003e Project Marketing;\u003cbr\u003e Special Features\u003cbr\u003e \u003cbr\u003e Project Marketing Practices\u003cbr\u003e \u003cbr\u003e The Project Marketing Logic\u003cbr\u003e \u003cbr\u003e Part II Marketing Strategy\u003cbr\u003e \u003cbr\u003e From Corporate Strategy to Marketing Strategy\u003cbr\u003e \u003cbr\u003e Market Approach: Sociograms and Portfolios\u003cbr\u003e \u003cbr\u003e Analysing Milieus\u003cbr\u003e \u003cbr\u003e Managing Customer Relationships\u003cbr\u003e \u003cbr\u003e Part III Implementation\u003cbr\u003e \u003cbr\u003e Screening Projects\u003cbr\u003e \u003cbr\u003e Proactive Co-Development\u003cbr\u003e \u003cbr\u003e Formulating the Offer\u003cbr\u003e \u003cbr\u003e Negotiating Projects\u003cbr\u003e \u003cbr\u003e Practical Guidelines BERNARD COVA is Professor of Marketing and Director of the Project Marketing Research Institute at ESCP-EAP, Paris.\u003cbr\u003e \u003cbr\u003e PERVEZ GHAURI is Professor of International Business at the Manchester School of Management, UMIST.\u003cbr\u003e \u003cbr\u003e ROBERT SALLE is Professor of Marketing and Research Director at EM Lyon. 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.\u003cbr\u003e \u003cbr\u003e FEATURES\u003cbr\u003e * 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.\u003cbr\u003e * The book provides models and methods that are necessary to develop a constructive approach to project marketing.\u003cbr\u003e * 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.\u003cbr\u003e 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.","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989875376357,"sku":"NP9780471486640","price":61.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471486640.jpg?v=1761785755","url":"https:\/\/k12savings.com\/es\/products\/project-marketing-isbn-9780471486640","provider":"K12savings","version":"1.0","type":"link"}