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Milieu as a pertinent unit of analysis in project marketing

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  • Cova, Bernard
  • Mazet, Florence
  • Salle, Robert

Abstract

The purpose of this article is to shift gear from the purely economic to the socioeconomic level in project marketing and consequently to demonstrate that project marketing consists, to a certain extent, in the management of a firm's relationships to a local network of business and non-business actors, named the milieu. This networking action forms the basis of a proactive approach aiming at anticipating bids and at maximizing the firm's chances of success on on-going projects.

Suggested Citation

  • Cova, Bernard & Mazet, Florence & Salle, Robert, 1996. "Milieu as a pertinent unit of analysis in project marketing," International Business Review, Elsevier, vol. 5(6), pages 647-664, December.
    • Handle: RePEc:eee:iburev:v:5:y:1996:i:6:p:647-664
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    References listed on IDEAS

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    6. Olivier Crevoisier, 1994. "Dynamique industrielle et dynamique régionale : l'articulation par les milieux innovateurs," Revue d'Économie Industrielle, Programme National Persée, vol. 70(1), pages 33-48.
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    Cited by:

    1. Fanny Romestant, 2017. "L’écoute des parties prenantes dans une optique de développement durable : continuité ou alternative pour le marketing de projets industriels ?," Post-Print hal-01867786, HAL.
    2. Giovanardi, Massimo & Lucarelli, Andrea, 2018. "Sailing through marketing: A critical assessment of spatiality in marketing literature," Journal of Business Research, Elsevier, vol. 82(C), pages 149-159.
    3. Andrea Runfola & Simone Guercini & Gianluca Gregori & Andrea Perna, 2013. "Discontinuity in interaction. findings from two cases in the Italian context," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(1), pages 53-72.
    4. Dahlgren, J. & Söderlund, J., 2001. "Managing inter-firm industrial projects -- on pacing and matching hierarchies," International Business Review, Elsevier, vol. 10(3), pages 305-322, June.
    5. Alajoutsijärvi, Kimmo & Mainela, Tuija & Salminen, Risto & Ulkuniemi, Pauliina, 2012. "Perceived customer involvement and organizational design in project business," Scandinavian Journal of Management, Elsevier, vol. 28(1), pages 77-89.
    6. Welch, Catherine, 2005. "Multilateral organisations and international project marketing," International Business Review, Elsevier, vol. 14(3), pages 289-305, June.
    7. Cova, Bernard & Salle, Robert, 2000. "Rituals in managing extrabusiness relationships in international project marketing: a conceptual framework," International Business Review, Elsevier, vol. 9(6), pages 669-685, December.
    8. Oronzo Trio & Antonio Iazzi, 2017. "Consumers? preferences in the estate market: An explorative research on the residential product," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(3), pages 147-167.
    9. Fletcher, Margaret & Zhao, Yang & Plakoyiannaki, Emmanuella & Buck, Trevor, 2018. "Three Pathways to Case Selection in International Business: A Twenty–Year Review, Analysis and Synthesis," International Business Review, Elsevier, vol. 27(4), pages 755-766.

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