Marketing Industrial Project-Related Services

Publication: ResearchArticle in proceedings

  • Bernard Cova
    Bernard CovaDenmark
  • Maria Anne Skaates
    Maria Anne SkaatesDenmark
  • Department of Management
Services are a growing part of projects in the context of the international trend toward solution buying and selling on B2B markets. Services are also often a key source of competitive advantage in project business. Therefore the aim of this paper is to critically scrutinise the intuitive hypothesis that the marketing of project-related services lies somewhere at the crossroads between services marketing and project marketing.
Original languageEnglish
Title of host publicationProceedings of the 7th International Research Seminar in Service Management
Number of pages20
PublisherIAE d'Aix-en-Provense - Université d'Aix-Marseille III
Publication year2002
Pages96-115
StatePublished - 2002
Event -

Conference

Conference7th International Research Seminar in Service Management, La Londe les Maures, France
Periode29/05/200231/05/2002

    Keywords

  • Erhvervsmarkedsføring, Miljø, Netværk, Projekt, Projektmarkedsføring, Business-to-business, Milieu, Network, Project, Project marketing

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