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| Author: | Holstius, K. Cova, B. |
| Title: | Le cycle marketing du project: fondement pour un marketing de projects = The project marketing cycle: fundamentals of project marketing |
| Journal: | Revue Francaise du Marketing
1990 : /2-3, NO. 127-128, p. 91-106 |
| Index terms: | PROJECTS MARKETING ENTREPRENEURSHIP MARKETING MANAGEMENT BUYING |
| Language: | fre |
| Abstract: | Project marketing can be defined as the marketing for complex transactions concerning discrete packages of products, services and other actions, designated specifically to create, within definite periods of time, specific assets for the buyer. The project development cycle and similarly the project marketing cycle are described. The project buying process is examined. An interactive model of project marketing cycle is outlined. Some key success factors of project marketing are described and analyzed: personnel, structural effectiveness. culture of entrepreneurship. |
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