- List of Figures
- List of Tables
- List of Contributors
- Introduction: Towards the Third Wave of Project Management
- A Brief History of Project Management
- Theoretical Foundations of Project Management: Suggestions for a Pluralistic Understanding
- The Evolution of Project Management Research: The Evidence from the Journals
- Prospects for Professionalism in Project Management
- The Project Business: Analytical Framework and Research Opportunities
- Projects and Partnerships: Institutional Processes and Emergent Practices
- Project Ecologies: A Contextual View on Temporary Organizations
- The P-Form Corporation: Contingencies, Characteristics, and Challenges
- Implementing Strategy through Projects
- Program Management: An Emerging Opportunity for Research and Scholarship
- Projects and Innovation: Innovation and Projects
- Project Governance
- Over Budget, Over Time, Over and Over Again: Managing Major Projects
- Managing Risk and Uncertainty on Projects: A Cognitive Approach
- Information Management and the Management of Projects
- Shaping Projects, Building Networks
- Innovating the Practice of Normative Control in Project Management Contractual Relations
- Trust in Relational Contracting and as a Critical Organizational Attribute
- Knowledge Integration in Product Development Projects: A Contingency Framework
- Leadership And Teamwork In Dispersed Projects
- Projects-as-Practice: New Approach, New Insights
- Author Index
- Subject Index
Abstract and Keywords
This article develops the marketing dimension of project management. It does not deal with instances of so-called “internal” project-marketing, conceived and carried out within a company, but focuses solely on “external” project-marketing, comprised of contractors working on their customers' behalf. This includes projects in areas such as defense, construction, engineering, telecommunications, aerospace, shipbuilding, etc., mainly involving large-scale or infrastructure projects. The purpose of this article is not to summarize the entire “external” project-marketing approach but to concentrate on those constructivist aspects that speak to current project management issues.
Bernard Cova is Professor of Marketing at Euromed Management, Marseilles, France, and Visiting Professor at Bocconi University, Milan, Italy. For twenty-five years he has worked on the development of a specific marketing approach to assist companies selling projects and solutions. He is also known for his research on communal consumption and collaborative marketing approaches.
Robert Salle is Professor of Business Marketing at the EM Lyon Business School, France. His research activities focus on project marketing and solution selling. He also lectures and consults on B2B for industrial companies; one of his favorite topics being relationship portfolio management. He participated in the creation of the Industrial Marketing and Purchasing Group in the early 1980s.
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