The D-U-C Model And The Stages Of Project Marketing Process

Abstract

In this paper we would like to deal with certain questions of the research process of project marketing. The paper aims to serve as a starting point for a future research which will examine the three characteristics of project marketing, i.e. discontinuity, uniqueness and complexity, in the entire process of project marketing. The entire process of project marketing will be considered as a process embedded in the system of relationships between contractor and buyer. From the point of view of the project being a concrete episode, this process can be divided into three parts. The prerealisation stage of the project, the realisation stage of the project and the post-realisation stage of the project. This paper, however only allows of drawing up a conceptual proposal for a future research and summarising some hypotheses that seem to be fundamental.

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