Project Marketing: A Practical Approach

This book is a comprehensive and practical guide to project marketing – a crucial aspect of businesses worldwide. It encompasses a variety of key infrastructure projects such as roads, airports, ports, power, irrigation, commercial, and industrial buildings.

The volume:

• Provides key definitions and discusses concepts such as segmentation, target marketing, positioning in projects, and organizational buyer behaviour.

• Draws and adapts from extant marketing theory and provides real-life case studies to demonstrate application of concepts.

• Focuses on project marketing logic, marketing mix, negotiation techniques, and strategies to aid contracting/subcontracting firms to realize better pricing and project profitability.

An essential handbook for professional marketers and researchers, this book will be indispensable for B-Schools, project managers, entrepreneurs, infrastructure corporations, and start-ups. It will serve as a key text to foster hassle-free relationships between different business actors and reduce roadblocks such as time and cost escalation, litigation, and the like.

Milind Trivikram Phadtare is Senior Professor, National Institute of Construction Management and Research (NICMAR), Pune, India.