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1 décembre 1996
- handle: 10670/1.8t6e3r
- hal: hal-02312715
- doi: 10.1016/S0969-5931(96)00032-7
Ce document est lié à :
info:eu-repo/semantics/altIdentifier/doi/10.1016/S0969-5931(96)00032-7
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Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketingCiter ce document
Bernard Cova et al., « Milieu as a pertinent unit of analysis in project marketing », HAL-SHS : économie et finance, ID : 10.1016/S0969-5931(96
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Résumé
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.