∗ 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.
What is a Project?
Characteristics of Project Business
Project Marketing Practices
The Project Marketing Logic
Part II Marketing Strategy
From Corporate Strategy to Marketing Strategy
Market Approach: Sociograms and Portfolios
Managing Customer Relationships
Part III Implementation
Formulating the Offer