Project Marketing

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.

• 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