Buch, Englisch, 116 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 193 g
A Practical Approach
Buch, Englisch, 116 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 193 g
ISBN: 978-0-367-35091-8
Verlag: Routledge India
This book is a comprehensive and practical guide to project marketing – a crucial aspect of businesses worldwide. It encompasses a variety of key infrastructure projects such as roads, airports, ports, power, irrigation, commercial, and industrial buildings.
The volume:
• Provides key definitions and discusses concepts such as segmentation, target marketing, positioning in projects, and organizational buyer behaviour.
• Draws and adapts from extant marketing theory and provides real-life case studies to demonstrate application of concepts.
• Focuses on project marketing logic, marketing mix, negotiation techniques, and strategies to aid contracting/subcontracting firms to realize better pricing and project profitability.
An essential handbook for professional marketers and researchers, this book will be indispensable for B-Schools, project managers, entrepreneurs, infrastructure corporations, and start-ups. It will serve as a key text to foster hassle-free relationships between different business actors and reduce roadblocks such as time and cost escalation, litigation, and the like.
Zielgruppe
Academic
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Interdisziplinäres Wissenschaften Wissenschaften Interdisziplinär Regionalwissenschaften, Regionalstudien
- Wirtschaftswissenschaften Betriebswirtschaft Management Projektmanagement
- Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Stadt- und Regionalsoziologie
Weitere Infos & Material
List of Figures
Preface
Chapter 1: Understanding Projects
Chapter 2: Analyzing Project Marketing Environment
Chapter 3: Segmentation, Target Marketing, and Positioning in Projects Business
Chapter 4: Organizational Buyer Behaviour
Chapter 5: Essentials of Project Marketing
Chapter 6: Marketing Mix for Project Marketing
Chapter 7: Project Negotiations
Chapter 8: Conclusion
Index
