Market management and project business development:
"Market Management and Project Business Development is a guide to the theory and practice of marketing and selling projects in business. Successfully marketing and selling a project to investors is so crucial an element of project management that it dictates whether the project is funded, and a...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2015
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Zusammenfassung: | "Market Management and Project Business Development is a guide to the theory and practice of marketing and selling projects in business. Successfully marketing and selling a project to investors is so crucial an element of project management that it dictates whether the project is funded, and as a result, whether it can go ahead. But marketing and promotion are often not part of the competent project manager's skills set. Moreover, most books available are limited to the selling of construction projects, leading to potential "blind spots" in this area for students, specialists and practitioners which have potential to threaten the success of real-life projects on the ground. This book is the first of its kind to provide a set of key principles and guidelines to marketing all types of projects to all types of customers, both B2B and B2C, setting out a range of theoretical developments and applying them throughout to practical scenarios and cases to link theory to practice. Smyth structures his guide through the stages in the process of marketing a project from its inception all the way through to its launch to market, including: the marketing mix, relationship marketing and its project marketing variant, entrepreneurial marketing and the service-dominant logic. This book is valuable reading for all students and specialists in project management, as well as project managers in business, management, the built environment, or indeed any industry".. |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXII, 314 S. graph. Darst. |
| ISBN: | 9780415705080 9780415705097 |
Internformat
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| 500 | |a Includes bibliographical references and index | ||
| 520 | |a "Market Management and Project Business Development is a guide to the theory and practice of marketing and selling projects in business. Successfully marketing and selling a project to investors is so crucial an element of project management that it dictates whether the project is funded, and as a result, whether it can go ahead. But marketing and promotion are often not part of the competent project manager's skills set. Moreover, most books available are limited to the selling of construction projects, leading to potential "blind spots" in this area for students, specialists and practitioners which have potential to threaten the success of real-life projects on the ground. This book is the first of its kind to provide a set of key principles and guidelines to marketing all types of projects to all types of customers, both B2B and B2C, setting out a range of theoretical developments and applying them throughout to practical scenarios and cases to link theory to practice. Smyth structures his guide through the stages in the process of marketing a project from its inception all the way through to its launch to market, including: the marketing mix, relationship marketing and its project marketing variant, entrepreneurial marketing and the service-dominant logic. This book is valuable reading for all students and specialists in project management, as well as project managers in business, management, the built environment, or indeed any industry".. | ||
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| 650 | 4 | |a Marketing | |
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Datensatz im Suchindex
| _version_ | 1804152619049943040 |
|---|---|
| adam_text | CONTENTS
R
Ust
of figures
xi
List of tables
xiii
List of fact boxes
xv
Preface
xvii
Acknowledgements
xix
Ust
of abbreviations
xxi
1
The shadow of the past
1
Introduction
1
Aims and objectives
4
Defining the scope
10
Strutíure
of the book
23
Audiences and benefits
26
Conclusion
26
2
Towards managing the market
28
Introduction
28
Scoping the current state of play
30
Constraints in coordination and from management
34
Marketing and business development management
along project Hfecycles
41
Implications for the project business
42
Conclusion
44
3
The marketing mix
48
Introduction
48
The marketing mix in theory and practice
50
viti
Contents
Business
development
management in
theory and practice
59
Conclusion
72
4
Relationship marketing
77
Introduction
77
Relationship marketing in theory and practice
81
Business development management in theory and practice
108
Conclusion
124
5
Project marketing
129
Introduction
129
Project marketing in theory and practice
130
Business development management in theory and practice
143
Conclusion
146
6
Entrepreneurial marketing
151
Introduction
151
Entrepreneurial marketing in theory and practice
154
Business development management in theory and practice
161
Conclusion
169
7
A project management focus towards
managing markets
172
Introduction
172
Delivery channel, systems integrators and integrated solutions
174
Project management as delivery channel and marketing
178
Project management as delivery channel and business
development management
182
Conclusion
187
8
Front-end focus towards managing markets
191
Introduction
191
The management of projects, marketing and performance
192
Organizational behaviour and pradice-based action
203
Conclusion
206
9
Resources and investment in the firm
for market management
209
Introduction
209
Resources, capabilities and projects
211
Forms of capabilities and competencies
213
Implementation and development
218
Conclusion
226
Contents ix
10
The service-dominant logic and market management
229
Introduction
229
The service-dominant logic in theory and practice
231
Business development management in theory and practice
240
Conclusion
250
11
Market management, business development
and value creation
253
Introduction
253
Value in management, economics ana project management
254
Conclusion
262
12
Life lived forwards
265
Introduction
265
Contributions to knowledge
268
Future directions
276
Recommendations for research and practice
277
Conclusion
279
References
28
і
Index
311
MARKET
MANAGEMENT AND
PROJECT BUSINESS DEVELOPMENT
Market Management and
Projed
Business Development is a guide to managing markets
through the theory and practice of marketing and selling projects in business.
Successfully marketing and selling a project to investors is so crucial an element
of managing the project business and project management that it dictates whether
projects are secured, how they are delivered and how clients are managed. Market¬
ing and business development are not separate functions; they permeate other
functions to secure and deliver value, and improve performance in profitable ways.
Market management strategy cascades down the project business hierarchy to meet
the project at the front of the strategic front-end. It carries on throughout project
lifecycles and beyond as part of client management and programme management
for the project business. The effective management of project businesses thinks
of the client and service experience as well as the project as the prime foci,
extending the competent project manager s skills set, the capabilities of the orga¬
nization and project execution.
This book provides a unique set of key principles and guidelines to business-
to-business (B2B) marketing, setting out a range of theoretical developments and
applying them throughout to practical application and through cases to link theory
to practice. Smyth structures his guide through the stages in the process of mar¬
keting a project from developing organizational and project capabilities to add
value, from inception to the delivery
oí
benefits and impact in use, covering a
range of approaches: the marketing mix, relationship marketing and its project
marketing variant, entrepreneurial marketing and the service-dominant logic.
This book is valuable reading for all students and specialists in project management,
as well as project managers in business management. It indeed carries many lessons for
any industry delivering highly specific assets and services to contract.
Hedley Smyth is Director of Research for the Bartlett School of Construction and
Project Management, University College London. He has worked extensively in
industry and
academia
and has been published in many leading journals and authored
a wide range of books.
|
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| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV042136552 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T01:13:35Z |
| institution | BVB |
| isbn | 9780415705080 9780415705097 |
| language | English |
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| physical | XXII, 314 S. graph. Darst. |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Routledge |
| record_format | marc |
| spelling | Smyth, Hedley Verfasser aut Market management and project business development Hedley Smyth 1. publ. London [u.a.] Routledge 2015 XXII, 314 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "Market Management and Project Business Development is a guide to the theory and practice of marketing and selling projects in business. Successfully marketing and selling a project to investors is so crucial an element of project management that it dictates whether the project is funded, and as a result, whether it can go ahead. But marketing and promotion are often not part of the competent project manager's skills set. Moreover, most books available are limited to the selling of construction projects, leading to potential "blind spots" in this area for students, specialists and practitioners which have potential to threaten the success of real-life projects on the ground. This book is the first of its kind to provide a set of key principles and guidelines to marketing all types of projects to all types of customers, both B2B and B2C, setting out a range of theoretical developments and applying them throughout to practical scenarios and cases to link theory to practice. Smyth structures his guide through the stages in the process of marketing a project from its inception all the way through to its launch to market, including: the marketing mix, relationship marketing and its project marketing variant, entrepreneurial marketing and the service-dominant logic. This book is valuable reading for all students and specialists in project management, as well as project managers in business, management, the built environment, or indeed any industry".. BUSINESS & ECONOMICS / Project Management bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / General bisacsh Wirtschaft Project management Marketing BUSINESS & ECONOMICS / Project Management BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / General Unternehmen (DE-588)4061963-1 gnd rswk-swf Projektmanagement (DE-588)4047441-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Projektmanagement (DE-588)4047441-0 s Marketing (DE-588)4037589-4 s b DE-604 Erscheint auch als Online-Ausgabe 978-1-315-88999-3 Digitalisierung UB Bayreuth - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027576611&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Bayreuth - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027576611&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Smyth, Hedley Market management and project business development BUSINESS & ECONOMICS / Project Management bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / General bisacsh Wirtschaft Project management Marketing BUSINESS & ECONOMICS / Project Management BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / General Unternehmen (DE-588)4061963-1 gnd Projektmanagement (DE-588)4047441-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4061963-1 (DE-588)4047441-0 (DE-588)4037589-4 |
| title | Market management and project business development |
| title_auth | Market management and project business development |
| title_exact_search | Market management and project business development |
| title_full | Market management and project business development Hedley Smyth |
| title_fullStr | Market management and project business development Hedley Smyth |
| title_full_unstemmed | Market management and project business development Hedley Smyth |
| title_short | Market management and project business development |
| title_sort | market management and project business development |
| topic | BUSINESS & ECONOMICS / Project Management bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / General bisacsh Wirtschaft Project management Marketing BUSINESS & ECONOMICS / Project Management BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / General Unternehmen (DE-588)4061963-1 gnd Projektmanagement (DE-588)4047441-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | BUSINESS & ECONOMICS / Project Management BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / General Wirtschaft Project management Marketing Unternehmen Projektmanagement |
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