search query: @author Cova, B. / total: 27
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| Author: | Cova, B. |
| Title: | Marketing international de projets: un panorama des concepts et des techniques = International project marketing: a review of concepts and techniques |
| Journal: | Revue Francaise du Marketing
1990 : /2-3, NO. 127-128, p. 9-37 |
| Index terms: | INTERNATIONAL MARKETING PROJECTS STRATEGIC MANAGEMENT MARKETING MIX EUROPEAN INTEGRATION INDUSTRIAL PLANT |
| Language: | fre |
| Abstract: | Project as a special kind of products is defined and positioned among goods and services. Different views on project marketing are explained. A classification of projects is presented. Strategic project marketing is characterized. A framework for an action-oriented project marketing is suggested. It is shown how a marketing mix for projects can be developed. An approach to the project marketing in the future single European market is described. International projects such as a turn-key industrial plant, an energy plant, a bridge, a special batch of helicopters for the Army, etc. are highly specific opportunities for manufacturers. |
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