Introduction to the IMM special issue on 'Project marketing and the marketing of solutions' A comprehensive approach to project marketing and the marketing of solutions

被引：81

作者：

Cova, Bernard

Salle, Robert

机构：

[1] EM Lyon, Dept Mkt, F-69132 Lyon Ecully, France

[2] Euromed Marseille, Dept Mkt, F-13288 Marseille 9, France

来源：

INDUSTRIAL MARKETING MANAGEMENT | 2007年 / 36卷 / 02期

关键词：

anticipation; bidding; integration; interaction; non-business actors; project phases;

D O I：

10.1016/j.indmarman.2006.04.008

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This introduction to the special issue on 'Project Marketing and the Marketing of Solutions' starts by highlighting the major contributions made in the field of project marketing during the last decade. Then it points out the emergence of integrated solutions and details the major challenges facing the marketing of solutions. It concludes on the possible synergies between the marketing of solutions and project marketing. (c) 2006 Elsevier Inc. All rights reserved.

引用

页码：138 / 146

页数：9

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