Hedley Smyth

Market Management and Project Business Development

• Gebundenes Buch

Produktbeschreibung

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 around three stages in the process of marketing a project: corporate management, business development and project execution. This provides guidance through every stage of a project, from its inception all the way through to its launch to market.

Produktdetails

• Verlag: CRC Press
• Seitenzahl: 336
• Erscheinungstermin: 8. Oktober 2014
• Englisch
• Abmessung: 234mm x 156mm x 21mm
• Gewicht: 649g
• ISBN-13: 9780415705080
• ISBN-10: 0415705088
• Artikelnr.: 40700888

Autorenporträt

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

Inhaltsangabe

1.The Shadow of the Past 2.Towards Managing the Market 3.The Marketing Mix
4.Relationship Marketing 5.Project Marketing 6.Entrepreneurial Marketing
7.A Project Management Focus towards Managing Markets 8.Front-end Focus
towards Managing Markets 9.Resources and Investment in the Firm for Market
Management 10.The Service-Dominant Logic and Market Management 11.Market
Management, Business Development and Value Creation 12.Life Lived Forwards