Milieu as a pertinent unit of analysis in project marketing

Bernard Cova, Florence Mazet and Robert Salle

International Business Review, 1996, vol. 5, issue 6, 647-664

Abstract: The purpose of this article is to shift gear from the purely economic to the socioeconomic level in project marketing and consequently to demonstrate that project marketing consists, to a certain extent, in the management of a firm's relationships to a local network of business and non-business actors, named the milieu. This networking action forms the basis of a proactive approach aiming at anticipating bids and at maximizing the firm's chances of success on on-going projects.

Keywords: Social; Relationships; Milieu; Networks; Projects (search for similar items in EconPapers)
Date: 1996
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Citations: View citations in EconPapers (9)

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