1 Department of Management, Aarhus School of Business, Aarhus BSS, Aarhus University2 unknown
Project marketing is an important mode of business-to-business marketing today. This paper assesses recent project marketing contributions, including predominantly those of members of the (mainly European) International Network for Project Marketing and Systems Selling (INPM). The emphasis of the review is upon the connection between focal relationships and the wider environment in which project marketing and systems selling takes place. First, several common definitions of projects and project marketing are presented and discussed. Second, the implications of three specific features of project business - discontinuity, uniqueness, and complexity - for the focal relationship and the broader marketing environment are considered at the level of multiple projects. Third, three overlapping types of postures that project-selling firms can adopt in relation to their focal relationships and the environment are identified and assessed. Finally, some avenues for further studies as well as suggestions for managers are proposed.
16th Annual Imp Conference Proceedings, 2000
Project marekting; Literature Review; IMP; INPM; Projektmarkedsføring; Litteraturstudier