Project Marketing: A Practical Approach

This book is a comprehensive guide to project marketing, covering key infrastructure projects and providing practical insights and case studies. It is essential for professionals, researchers, and students in the field, helping to foster successful relationships and reduce roadblocks in project development.

Format: Paperback / softback
Length: 104 pages
Publication date: 30 December 2022
Publisher: Taylor & Francis Ltd

This comprehensive and practical guide to project marketing is a vital component of businesses across the globe. It encompasses a wide range of critical infrastructure projects, including roads, airports, ports, power, irrigation, commercial, and industrial buildings. The volume:
• Offers essential definitions and explores concepts such as segmentation, target marketing, positioning in projects, and organizational buyer behavior.
• Draws and adapts from existing marketing theory and showcases real-life case studies to demonstrate the application of these concepts.
• Specifically focuses on project marketing logic, marketing mix, negotiation techniques, and strategies to assist contracting/subcontracting firms in achieving better pricing and project profitability.
• An indispensable handbook for professional marketers and researchers, this book will be invaluable for B-Schools, project managers, entrepreneurs, infrastructure corporations, and start-ups. It will serve as a key text to foster seamless relationships between different business actors and mitigate roadblocks such as time and cost escalations, litigation, and the like.

Weight: 190g
Dimension: 232 x 154 x 9 (mm)
ISBN-13: 9780367350918