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Market Management and Project Business Development
Hardcover
ISBN13: 9780415705080
Publisher: Routledge
Published: Oct 8 2014
Pages: 336
Weight: 1.43
Height: 0.81 Width: 6.14 Depth: 9.21
Language: English
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.
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