Market Management and Project Business Development is a guide to the theory of marketing and selling projects in business, demonstrating how to secure and deliver value, and improve performance in profitable ways.
By providing a set of key principles and guidelines to business-to-business (B2B) marketing, construction project management expert Hedley Smyth demonstrates how to use marketing and business development principles to maximise the value of a project.
The book takes a step-by-step approach by dealing with each stage in a project’s lifecycle in turn, covering a range of approaches including the marketing mix, relationship marketing and its project marketing variant, entrepreneurial marketing and the service-dominant logic.
This book is valuable reading for all students and specialists in project management, as well as project managers in business, management, the built environment, or indeed any industry.
Table of Contents
1.The Shadow of the Past 2.Towards Managing the Market 3.The Marketing Mix 4.Relationship Marketing 5.Project Marketing 6.Entrepreneurial Marketing 7.A Project Management Focus towards Managing Markets 8.Front-end Focus towards Managing Markets 9.Resources and Investment in the Firm for Market Management 10.The Service-Dominant Logic and Market Management 11.Market Management, Business Development and Value Creation 12.Life Lived Forwards
Hedley Smyth is Director of Research for the Bartlett School of Construction and Project Management, University College London. He has worked extensively in industry and academia and has been published in many leading journals and authored a wide range of books
‘This book pulls together developments in marketing, business development and project management to provide an in-depth, rigorous analysis of how both horizontal and vertical integration is crucial to garner competitive advantage and value creation in the market place. Ten substantive issues are presented to advance this cause, refocusing on how project businesses manage markets. This book is strongly recommended for anyone who wishes to learn about conceptual development of these issues, rebalancing emphasis in application and implementation rigour in practice.’ - Professor Low Sui Pheng, Director, Centre for Project Management and Construction Law, Department of Building, National University of Singapore
'This book provides an essential reference for students, researchers and professionals interested in understanding the pivotal role of projects in marketing and business development. Not only is this essential reading for anyone interested in the project business, it also provides deep practical insights for managers of project-based enterprises’ - Professor Andrew Davies, Chair in the Management of Projects, School of Construction and Project Management, The Bartlett, UCL, UK
‘This book is an essential text for anyone studying, researching or practising marketing of projects and business development of project organizations. The author brings a wealth of expertise of research and practice to produce a comprehensive and insightful volume which is both provocative and forward-looking. Together with its companion book, Relationship Management and the Management of Project', this text provides thorough analysis of project clients, supply participants and their performance-related relationships.’ – Professor Richard Fellows, School of Civil and Building Engineering Loughborough University