1st Edition

Project Marketing A Practical Approach

By Milind Trivikram Phadtare Copyright 2023
    116 Pages 30 B/W Illustrations
    by Routledge India

    116 Pages 30 B/W Illustrations
    by Routledge India

    116 Pages 30 B/W Illustrations
    by Routledge India

    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.

    List of Figures


    Chapter 1: Understanding Projects

    Chapter 2: Analyzing Project Marketing Environment

    Chapter 3: Segmentation, Target Marketing, and Positioning in Projects Business

    Chapter 4: Organizational Buyer Behaviour

    Chapter 5: Essentials of Project Marketing

    Chapter 6: Marketing Mix for Project Marketing

    Chapter 7: Project Negotiations

    Chapter 8: Conclusion



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

    "A must read for any BtoB marketer. The book develops a compelling process for marketing project business by combining strategic tools with network approaches. In addition, it is rich in Indian examples. Milind Trivikram Phadtare has achieved a tour de force with this work". 

    Bernard Cova, Professor at Kedge Business School, France and founder of the International Network on Project Marketing. 

    "Project marketing is an important global phenomenon often neglected in business research and teaching. For instance, there hasn't been a new international textbook on the topic for a long time. Prof. Milind Phadtare's new book thus fills this gap and provides an excellent practice-oriented review of the essentials of project marketing."

    Prof. Henrikki Tikkanen, D.Sc., Ph.D., Aalto University School of Business, Finland


    "This book is a very easy read, despite it addressing a very complex subject which includes the use of a lot of technical terms and industry jargon. The language is simple and easy to follow, content is crisply arranged, the sequencing is perfect, and the case studies have been carefully selected to bring home the learnings to the reader.

    "This book is for anyone wanting to grasp the fundamentals of Project Marketing, and the steps to submitting a responsive offer/bid to the Client, with the objective of winning the order. The book covers the different contracting models, tender conditions, packaging philosophies, client expectations, analysis of risks and mitigations in executing the order, building up the cost estimates, and the steps to bid competitively for the work. I am happy to recommend this book as essential reading on Project Marketing."

    Rahul Shah, COO – Urban Infrastructure Tata Projects Ltd.


    "I must congratulate Milind for his indepth research which is evident in his book entitled, Project Marketing: A Practical Approach. The aspects covered, the live illustrative examples and the explanatory diagrams have been penned with sublime clarity, technical correctness and a seamless flow, making it a bible of sorts for academic development and professional application.

    Having been involved in teaching Project Management and allied subjects for over two decades, I will certainly utilize the contents in my future endeavors, as there are very few books written on Project Marketing".

    Col. E J Sanchis, Management Consultant & Visiting Faculty


    "‘Project Marketing’ is a great guide for project contracting organisations who are keen to market their services to prospective clients. The book presents the peculiar characteristics of project marketing and highlights the aspects that are unique to project marketers offering construction and other services.

    The book analyses several variables that impact project marketing and various contexts that are relevant to the world of projects and would be useful to marketing managers who are new to this ecosystem.

    This book illustrates the positioning strategies that project marketers could employ while approaching potential clients in the public and private sector. This book explains how project marketers can understand the client’s buying behaviour and develop meaningful relationships with clients to foster trust and have positive interactions. The author also emphasizes the importance of harnessing organisational strengths and using differentiation vis-a-vis the competition to ensure success. The book relies on lucid explanations and practical examples to make the concepts clear."

    Prashant Mahajan, General Manager – Business Development Shapoorji Pallonji (Engineering & Construction).