From Marketing to Project Management

Abstract

This paper aims to convey the results of doctoral research that has clarified relations between marketing and project activity, especially the links between marketing and project management. The actions favorable to the process of project marketing will be also pointed out, as well as the development of this process within the business-to-business sector. Six variables-actions, which are decisive for the advancement of project marketing process, are put forward. Internal and external resources to be mobilized according to the four phases that are also identified for project marketing are: pre-project marketing, marketing at the start of the project, ongoing project marketing, and marketing intended to create the conditions of a future project (based on the process master of an ongoing project). A dynamic process model of project marketing is proposed, which highlights the link with project management, and envisages further researches perspectives for a useful and successful merge between the two disciplines.

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