From the BlogSubscribe Now

Dynamic Model of Project Marketing

Paper analyzing project marketing added to PM World Library

Resource provided by Domenico Moccia

21 June 2017 – Milan, Italy – Access to a new resource has been added to the PM World Library related to project marketing. The new resource is titled “From Marketing to Project Management”, published in the Project Management Journal and authored by Laurence Lecoeuvre-Soudain.

This study, conducted by a professor of the Business School of Management of Lille, focuses on the interactions between marketing and project management, aiming to clarify the context within which project marketing can be considered. The author identifies four main phases that are common to all marketing projects: pre-project marketing, marketing at the start of the project, ongoing project marketing, and marketing intended to create the conditions of a future project.  Moreover, the logic of project management necessitates introducing and analysing the variable actions that are relevant to project marketing and simultaneously to project activities: collaboration, relationships, communication, training, going with, and trust resulted from the examination of case studies and existing literature.

Finally, since marketing is envisaged as the mobilization of resources, according to opportunities of the environment, the following resources have to be taken into account while studying project marketing: human resources, financial resources, technical resources, and informational resources.

To access this new resource, go to the Industries and Organizations section of the library, click on “Marketing and Project Management”, scroll down to resource. Must be a registered member and logged-in to access.