Article

Shaping Projects, Building Networks

Bernard Cova and Robert Salle

in The Oxford Handbook of Project Management

Published in print February 2011 | ISBN: 9780199563142
Published online May 2011 | | DOI: http://dx.doi.org/10.1093/oxfordhb/9780199563142.003.0017

Series: Oxford Handbooks in Business and Management

Shaping Projects, Building Networks

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This article develops the marketing dimension of project management. It does not deal with instances of so-called “internal” project-marketing, conceived and carried out within a company, but focuses solely on “external” project-marketing, comprised of contractors working on their customers' behalf. This includes projects in areas such as defense, construction, engineering, telecommunications, aerospace, shipbuilding, etc., mainly involving large-scale or infrastructure projects. The purpose of this article is not to summarize the entire “external” project-marketing approach but to concentrate on those constructivist aspects that speak to current project management issues.

Keywords: project management; project-marketing; telecommunications; infrastructure projects; contractors; business-to-business marketing

Article.  7726 words. 

Subjects: Business and Management ; Operations Management ; Organizational Theory and Behaviour

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