Project Marketing: The Art of Marketing in Large Tender Projects

Author: Bernard Coughlan
Publisher:
Publish Date: 2004-05-01
Features: This book is dedicated to the important and emerging topic of project marketing, guiding you on how to plan, organize, and control marketing activities and corporate resources during the bidding and tendering process from the perspectives of marketing and sales, thereby increasing the win rate. It can serve as a textbook for MBA and other graduate-level courses on project marketing and project management, as well as a reference book for all professionals and managers involved in bidding projects and company training. Although the history of bidding on large projects in China is not long, it has already become an important commercial form in large-scale project operations across various industries and departments. Bidding and tendering are systematic projects with characteristics such as high value, long processes, multiple roles, complex relationships, long cycles, and high uncertainty. Faced with this complexity and significant unpredictability, this book will help you clarify your thinking, telling you what to do at different stages of large projects, how to do it, the key points of process operations, and specific precautions during execution, ultimately improving the win rate.