Project marketing: beyond competitive bidding
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester, West Sussex, England
Wiley
2002
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of contents Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. [215]-219) and index |
| Beschreibung: | x, 223 p. ill. : 25 cm |
| ISBN: | 0471486647 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
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| 100 | 1 | |a Cova, Bernard |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Project marketing |b beyond competitive bidding |c Bernard Cova ; Pervez Ghauri ; Robert Salle |
| 264 | 1 | |a Chichester, West Sussex, England |b Wiley |c 2002 | |
| 300 | |a x, 223 p. |b ill. : 25 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. [215]-219) and index | ||
| 650 | 7 | |a Marketing |2 swd | |
| 650 | 7 | |a Projektmanagement |2 swd | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Project management | |
| 700 | 1 | |a Ghauri, Pervez N. |e Verfasser |4 aut | |
| 700 | 1 | |a Salle, Robert |e Verfasser |4 aut | |
| 856 | 4 | |u http://www.loc.gov/catdir/description/wiley036/2001055923.html |3 Publisher description | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/wiley022/2001055923.html |3 Table of contents | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009886246&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-009886246 | ||
Datensatz im Suchindex
| _version_ | 1804129316632526848 |
|---|---|
| adam_text | CONTENTS
Preface ix
About the Authors xi
PART I THE PROJECT BUSINESS
1 What is a Project? 3
Types of Project 4
Subcontracting Projects 5
Partial Projects 5
Package Deals 6
Turnkey Projects 6
Turnkey Plus Projects 8
Project Components 10
About the Book 12
2 Characteristics of Project Business 13
Uniqueness 13
Complexity 16
The Complexity in the Offer 16
The Number of Participants 17
The Influence of Political Actors 17
The Influence of Society 17
Discontinuity 20
Financial Commitment 21
3 Project Marketing: Special Features 23
A High Degree of Uncertainty 23
examples or supplier Uncertainty 24
Examples of Customer Uncertainty 24
A Specific Buying Procedure 25
Invitation Open to the Best Price 25
Invitation Open to the Best Offer 26
Invitation Restricted to Better Price 26
Invitation Restricted to Better Offer 26
Negotiated Competitive Invitation or Closed Invitation to Tender 26
A Long and Negotiated Process 28
Fragmentation of Buying Centres 29
4 Project Marketing Practices 33
A Specific Temporality 33
Three Levels of Analysis 35
Business and Non Business Actors 35
Relational Position and Functional Position 36
Risk or Uncertainty 37
Create and Deliver Value 39
5 The Project Marketing Logic 41
Beyond Transactional Logic 43
From Adaptation to Anticipation 44
From Submission to Construction 48
Combining External and Internal Resources 51
The Project Marketing Process 52
PART II MARKETING STRATEGY
6 From Corporate Strategy to Marketing Strategy 59
The Corporate Strategy 59
Strategic Segmentation and SBU 60
Managing Diversity: Business Portfolio 61
SBU Strategy 62
Company Resources and Competencies 64
The Market Segment and Customer Choices 67
The Offer 71
The International Dimension 75
7 Market Approach: Sociograms and Portfolios 77
Market as Milieu 77
Sociograms: The Origin 78
A Representation of the Business Arena 78
An Idea Derived from Hard Sciences 79
From Network to Network Analysis 80
A Recent Marketing Development 80
Mapping Relational Positioning 81
Portfolios: The Origin 82
A Strategic lool 82
A Relationship Marketing Tool 83
8 Analysing Milieus 85
The Firm s Point of View: Case Study of the Antolini Company 85
The Initial Strategic Approach 85
From Segment to Milieu 85
Analysing Milieus: A Method 88
The Firm External to the Milieu 89
The Firm Internal to the Milieu 95
The Non existent Milieu 96
Milieu and Marketing 98
Mutual Debt and Interpersonal Relationship 99
Personal Intelligence Networks 101
9 Managing Customer Relationships 103
Developing a Portfolio of Customer Relationships 105
First Stage: The Definition of the Unit Analysed 105
Second Stage: The Dimensions of the Analysis 106
Third Stage: The Allocation of Resources 110
Managing the Customer Relationship in the
Independent of any project Stage 112
Insights into the Ritual Construct 115
A Conceptual Framework for the Management
of Extra business Relationships 116
PART III IMPLEMENTATION
10 Screening Projects 123
Intelligence Systems 123
Project Network Analysis 125
Screening Methods 128
Choosing Entry Mode 135
Choosing Projects 140
Independent of Any Project 142
Pre tender Phase 142
Tender Preparation 142
11 Proactive Co Development 143
Construction and Customer Solution 144
Independent of Any Project 144
Pre tender 145
Tender Preparation 145
Consultative Selling 145
Constructing Projects 148
Creative Offer 151
Identification of the Latent Needs 152
rroacnve race to iace 152
Coaching 153
Vision of a Solution 153 ,
Joint Construction 153 I
Project De/Reconstruction 156
12 Formulating the Offer 161
The Four Dimensions of an Offer 162
The Architecture of the Offer 166
Organizational Implications 171
A Radical Change in Customer Approach 171
The Problem of Managing Technical and Human Resources 172
Concerning the Organization and How It Functions 172
The Customer s Perception of Interdependence with a Supplier:
Loss of Autonomy or Access to More Skills? 173
Offset Offer in International Projects 173
What is an Offset? 174
The Offset Component of the Offer 178
Offset Enlarged Buying Centre 181 ]
c
13 Negotiating Projects 185 ;
A Model for Project Sales Negotiations 186
The Concept of Matching 186
The Negotiation Process 189
Cultural Factors 194
Strategic Factors 198
Planning and Managing Negotiations 200
Managing Lobbying Stage 201
Managing Face to face Negotiation Stage 203
Managing Post negotiation Stage 207
14 Practical Guidelines 209
Designing Strategic Priorities 209
Developing a Functional Position 210 j
Developing a Relational Position 1—Milieu Analysis 210 £
Developing a Relational Position 2—Customer Analysis 211 I
Screening Projects 211 !
Mode of Entry 211 i
Project Development 212 ]
Project Offer 212
Negotiating Projects 213 i
]
References 215 ,
Index 219
|
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| author | Cova, Bernard Ghauri, Pervez N. Salle, Robert |
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| callnumber-label | HD69 |
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| callnumber-search | HD69.P75 |
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| callnumber-subject | HD - Industries, Land Use, Labor |
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| ctrlnum | (OCoLC)48620295 (DE-599)BVBBV014515011 |
| dewey-full | 658.4/04 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.4/04 |
| dewey-search | 658.4/04 |
| dewey-sort | 3658.4 14 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV014515011 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:03:12Z |
| institution | BVB |
| isbn | 0471486647 |
| language | English |
| lccn | 2001055923 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009886246 |
| oclc_num | 48620295 |
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| owner_facet | DE-N2 |
| physical | x, 223 p. ill. : 25 cm |
| publishDate | 2002 |
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| publisher | Wiley |
| record_format | marc |
| spelling | Cova, Bernard Verfasser aut Project marketing beyond competitive bidding Bernard Cova ; Pervez Ghauri ; Robert Salle Chichester, West Sussex, England Wiley 2002 x, 223 p. ill. : 25 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. [215]-219) and index Marketing swd Projektmanagement swd Marketing Project management Ghauri, Pervez N. Verfasser aut Salle, Robert Verfasser aut http://www.loc.gov/catdir/description/wiley036/2001055923.html Publisher description http://www.loc.gov/catdir/toc/wiley022/2001055923.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009886246&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cova, Bernard Ghauri, Pervez N. Salle, Robert Project marketing beyond competitive bidding Marketing swd Projektmanagement swd Marketing Project management |
| title | Project marketing beyond competitive bidding |
| title_auth | Project marketing beyond competitive bidding |
| title_exact_search | Project marketing beyond competitive bidding |
| title_full | Project marketing beyond competitive bidding Bernard Cova ; Pervez Ghauri ; Robert Salle |
| title_fullStr | Project marketing beyond competitive bidding Bernard Cova ; Pervez Ghauri ; Robert Salle |
| title_full_unstemmed | Project marketing beyond competitive bidding Bernard Cova ; Pervez Ghauri ; Robert Salle |
| title_short | Project marketing |
| title_sort | project marketing beyond competitive bidding |
| title_sub | beyond competitive bidding |
| topic | Marketing swd Projektmanagement swd Marketing Project management |
| topic_facet | Marketing Projektmanagement Project management |
| url | http://www.loc.gov/catdir/description/wiley036/2001055923.html http://www.loc.gov/catdir/toc/wiley022/2001055923.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009886246&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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