Project marketing: Beyond competitive bidding

Bernard Cova, Pervez N. Ghauri and Robert Salle
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Bernard Cova: ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris
Pervez N. Ghauri: Manchester School of Management, University of Manchester [Manchester]
Robert Salle: EM - EMLyon Business School

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Abstract: This book is the first English language book that focuses specifically on this important, emerging subject. Project marketing relates to the various marketing activities that take place prior to winning a contract. It deals with marketing of large and complex projects such as the construction of buildings and power stations. Features: - The authors are all leading international figures in the field of project marketing. Bernard Cova is co-founder and leader of The European Network on Project Marketing and System Selling. - The book provides models and methods that are necessary to develop a constructive approach to project marketing. - It contains more than 20 short cases drawn from a wide variety of industries e.g. aerospace, construction, engineering, transport and energy. The cases are truly international with examples from Europe, Asia, USA and Africa. Project Marketing: Beyond Competitive Bidding can be used a textbook for MBA and other masters-level courses in project marketing and project management. It will also be highly relevant for practitioners and participants in executive and in-company training programs.

Date: 2002-05-01
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Published in John Wiley & Sons, 223 p., 2002, 0-471-48664-7

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02298023

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