Market Management and Project Business Development
Market Management and Project Business Development is a guide to managing markets through the theory and practice of marketing and selling projects in business.
Successfully marketing and selling a project to investors is so crucial an element of managing the project business and project management that it dictates whether projects are secured, how they are delivered and clients are managed. Marketing and business development are not separate functions; they permeate other functions to secure and deliver value, improve performance in profitable ways. Market management strategy cascades down the project business hierarchy to meet the project at the front of the strategic front-end. It carries on throughout project lifecycles and beyond as part of client management and programme management for the project business. The effective management of project businesses thinks of the client and service experience as well as the project as the prime foci, extending the competent project manager’s skills set, the capabilities of the organisation and project execution.
This book provides a unique set of key principles and guidelines to B2B marketing, setting out a range of theoretical developments and applying them throughout to practical application and through cases to link theory to practice. Smyth structures his guide through the stages in the process of marketing a project from developing organisational and project capabilities to add value, from inception to the delivery of benefits and impact in use, covering a range of approaches: 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, or indeed carries many lessons for any industry delivering highly specific assets and services to contract.