{"product_id":"project-marketing","title":"Project Marketing","description":"\u003cp\u003eThis 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.\u003c\/p\u003e\u003cp\u003eThe volume:\u003c\/p\u003e\u003cp\u003e• Provides key definitions and discusses concepts such as segmentation, target marketing, positioning in projects, and organizational buyer behaviour.\u003c\/p\u003e\u003cp\u003e• Draws and adapts from extant marketing theory and provides real-life case studies to demonstrate application of concepts.\u003c\/p\u003e\u003cp\u003e• Focuses on project marketing logic, marketing mix, negotiation techniques, and strategies to aid contracting\/subcontracting firms to realize better pricing and project profitability.\u003c\/p\u003e\u003cp\u003eAn 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.\u003c\/p\u003e","brand":"MediaPlace","offers":[{"title":"Default Title","offer_id":57309819830654,"sku":"NW9780367350918","price":43.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1379\/1261\/files\/9780367350918.jpg?v=1778512441","url":"https:\/\/mediaplace.com\/en-eu\/products\/project-marketing","provider":"MediaPlace","version":"1.0","type":"link"}