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:

Series: Oxford Handbooks in Business and Management

Shaping Projects, Building Networks

More Like This

Show all results sharing these subjects:

  • Business and Management
  • Operations Management
  • Organizational Theory and Behaviour


Show Summary Details


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

Full text: subscription required

How to subscribe Recommend to my Librarian

Buy this work at Oxford University Press »

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content.