Milieu as a pertinent unit of analysis in project marketing

Bernard Cova, Florence Crespin-Mazet and Robert Salle
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Bernard Cova: ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris
Florence Crespin-Mazet: EM - EMLyon Business School
Robert Salle: EM - EMLyon Business School

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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.

Date: 1996-12-01
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Published in International Business Review, 1996, 5 (6), 647-664 p. ⟨10.1016/S0969-5931(96)00032-7⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312715

DOI: 10.1016/S0969-5931(96)00032-7

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