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· 제목 : Project Marketing: Beyond Competitive Bidding (Paperback)
· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9780471486640
· 쪽수 : 240쪽
· 출판일 : 2002-04-26
· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9780471486640
· 쪽수 : 240쪽
· 출판일 : 2002-04-26
목차
Part I The Project Business
What is a Project?
Characteristics of Project Business
Project Marketing;
Special Features
Project Marketing Practices
The Project Marketing Logic
Part II Marketing Strategy
From Corporate Strategy to Marketing Strategy
Market Approach: Sociograms and Portfolios
Analysing Milieus
Managing Customer Relationships
Part III Implementation
Screening Projects
Proactive Co-Development
Formulating the Offer
Negotiating Projects
Practical Guidelines
