Marketing projects / Olivier Mesly.

Format:

Book

Author/Creator:

Mesly, Olivier, author.

Series:

Best practices and advances in program management series.

Best practices and advances in program management series

Language:

English

Subjects (All):

Marketing.

Physical Description:

1 online resource (277 pages) : illustrations.

Edition:

1st ed.

Place of Publication:

Boca Raton, Florida ; London ; New York : CRC Press, [2020]

Summary:

Knowing your market ahead of time can make for considerable savings and profit for those who can capture a market with their projects. The present book provides an in-depth description of the marketing of projects that helps projects succeed in the market. While marketing theory is a subject that has been studied countless times, there are no books at this time that discuss how to go about marketing projects. A project that is not based on a proper needs assessment and that doesn't reach its public is doomed for failure. The present book provides an in-depth, essential understanding of marketing as it applies to projects.

Contents:

Cover

Half Title

Series Page

Title Page

Copyright Page

Dedication

Table of Contents

List of Abbreviations and Acronyms

Preface

Acknowledgments

Authors

I: General Introduction

I.1 What to Expect

I.2 Unique Features

I.3 Mind Teasers

1 What Is Marketing?

1.1 Introduction

1.2 What Is Marketing in the Context of Project Feasibility?

1.3 Who Are the Marketing Experts?

1.4 Marketing for the Vast Majority

1.5 What Do We Put in the Market?

1.6 Why Do We Market Products, Services, Ideas, Experiences, or Projects?

1.7 Where Does Marketing Theory Come From?

1.8 Where Does Marketing Take Place?

1.9 What Defines a Market?

1.10 Who Are the Other Market Agents?

1.11 Can Marketing Actions Be Misinterpreted?

1.12 What Are the Basic Marketing Models?

1.12.1 Operational Models

1.12.1.1 Operational Models Pertaining to Marketing Experts

1.12.1.2 Operational Models Pertaining to Consumers

1.12.1.3 Operational Models Pertaining to the Sellers

1.12.2 Consumer Behavior Models

1.12.2.1 Needs

1.12.2.2 Opportunity

1.12.2.3 Supply and Demand Curves

1.12.2.4 Profiles

1.12.2.5 Apprehension and Perceived Risk (Threat)

1.12.3 Strategic Models Used by Marketers

1.12.3.1 Profit-Seeking

1.13 Conclusion

1.14 Mind Teasers

2 What Is Marketing Management?

2.1 Introduction

2.2 Six Components of Marketing Management

2.2.1 Innovation

2.2.2 Segmentation

2.2.3 Positioning (and Competition)

2.2.4 Targeting and the 4Ps

2.2.5 Differentiation (and Branding)

2.2.6 Loyalty Building

2.2.7 Summary

2.2.8 The Marketing Plan

2.3 Conclusion

2.4 Mind Teasers

3 What Is a Project?

3.1 Introduction

3.2 More on the Definition of Projects

3.3 What Is the Iron (Bermuda) Triangle?

3.4 What Are a Project's Lifecycle and Key Components?.

3.5 What Are the 4Ps of Projects?

3.6 What Are a Project's Points?

3.6.1 Points-of-No-Return

3.6.2 Points of Autonomy

3.6.3 Other Critical Points: Benchmarks, Stage Gates, and Milestones

3.7 What Are the Key Consensus Factors (KCFs)?

3.8 What Is a Causal Chain?

3.9 Conclusion

3.10 Mind Teasers

4 What Is Marketing Feasibility of Projects?

4.1 Introduction

4.2 What Are Prefeasibility Studies?

4.3 What Are the Five Frames of Prefeasibility Analysis?

4.3.1 Definition (Structural and Functional Elements)

4.3.2 Risks

4.3.3 Potentiality

4.3.4 Parameters

4.3.5 Key Success Factors and Key Failure Factors (KSFs and KFFs)

4.4 What Are Feasibility Studies?

4.5 The Six Tools Used in Feasibility Studies

4.5.1 The 4Ps of Project Management

4.5.1.1 Plan

4.5.1.2 Summative Triangle

4.5.1.3 Critical Points

4.5.1.4 Structural and Functional Elements

4.5.1.5 Non-Descriptive Variables

4.5.1.6 Processes

4.5.2 PRO

4.5.3 POV

4.5.3.1 Risks

4.5.3.2 SVOR

4.5.4 POE

4.5.5 POW

4.5.6 PWP

4.6 What Are the Particularities of the Marketing Feasibility Analysis of Projects?

4.7 Conclusion

4.8 Mind Teasers

5 What Do Marketing Experts, Project Managers, and Clients Have in Common?

5.1 Introduction

5.2 Project Managers and Clients

5.2.1 Clients' Needs and Involvement

5.2.2 How Do Clients and Project Managers Consider Each Other?

5.2.3 Benefits and Problems to Clients' Involvement

5.2.4 Benefits

5.2.5 Failures and Problems

5.3 What Are the Nine Factors of Trouble?

5.3.1 Pressure to Perform

5.3.2 Rework

5.3.3 Demotivating Factors

5.3.4 Discretion

5.3.5 Escalation of Commitment (or Over-Commitment) Versus Loyalty

5.3.6 Entrapment

5.3.7 Clients' Inadequacy

5.3.8 Diverging Interests

5.3.9 Particular Problems in Less-Advanced Countries.

5.3.10 Summary of Benefits and Problems

5.4 Conclusion

5.5 Mind Teasers

6 Testimonials

6.1 Introduction

6.2 Testimonials

6.2.1 Co-Construction

6.2.1.1 Michel Dubuc, Aedifica, Architect, Montréal, Canada (2015)

6.2.1.2 Michel Makiela, Consultant and Professor, France (2019)

6.2.1.3 Sybille Persson, Founder of School of Coaching, Nancy, France (2019)

6.2.2 Core Competencies

6.2.2.1 A. Girard, Project Manager, Canada (2015)

6.2.2.2 Brian Saulnier at Seacrest Fisheries, Animal Food Manufacturer, Nova Scotia, Canada (2015)

6.2.2.3 J. P. Deveau, Algues acadiennes, Sea Products, Nova Scotia, Canada (2016)

6.2.2.4 G. Oakley, at A.F. Thériault, Boat Building Company, Nova Scotia, Canada (2016)

6.2.3 Innovation

6.2.3.1 Dominique Mulatier, Innovation Management Leader, Schneider Digital, Schneider Electric, France (2019)

6.2.4 Iron Triangle

6.2.4.1 D. Bourgoin, Project Manager, Canada (2016)

6.2.5 Key Consensus Factors (KCFs)

6.2.5.1 David Saulnier at A.F. Thériault, Boat Building Company, Nova Scotia, Canada (2015)

6.2.5.2 Thierry Bièvre, PDG, Élithis, France (2019)

6.2.6 Key Failure Factors (FFFs)

6.2.6.1 Éric Déry, Banque de développement, Banker, Gatineau, Canada (2015)

6.2.7 An International Fair Dedicated to New Product Introduction in a New Market (2011-2019)

6.2.7.1 Diana Bracci, Carole Clain, Caterina Marino, and Celeste Schillani (2018)

6.2.7.2 Martina Capirossi, Marta Forlano, Maria Iliescu, and Lucas Slegers Tiago (2018)

6.2.7.3 Valentina Cijan, Micaela Escribano Bernard, Kristina Eseola, and Daniela Riccio (2018)

6.3 Conclusion

Conclusion

Bibliography

Appendix 1: A Short Description of the Exercises Used during Our Seminars

Appendix 2: The Core Psychodynamic Model

Appendix 3: Arguable Errors Found in Marketing and Project Management Literature.

Index.

Notes:

Description based on print version record.

ISBN:

1-315-27225-3

1-351-98752-6

9781315272252

OCLC:

1137838056