Marketing for the project: Project marketing by the contractor

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Conference Proceeding
Proceedings of EURAM 2016, 2016
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Three types of organization are involved in project marketing: the project itself; the investor; and the contractor. In this paper we explore marketing practices adopted by contractors in projectbased industries. We have interviewed eight such contractors, and used Activity Theory as a lens to analyse our results. We investigated project marketing activities at four stages of the project contract life-cycle, and against four enablers of cooperation. We have identified that the servicedominant logic pervades project marketing. Through the project contract life-cycle the marketing activity starts strategic, becomes tactical, then operational and returns to strategic. Project marketing involves executive managers, marketing, client or account managers, and project managers. Project managers have a key responsibility for project marketing. The four enablers of cooperation, relationships, communication, collaboration and trust, support each other, and the entire project marketing activity. Key words: Project marketing; contractors, project-based industries, project contract life-cycle, relationship, communication, collaboration, trust.
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