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Le marketing de projet en situation Business to Business : Etudes de cas et proposition d'un modèle dynamique d'évaluation et de suivi

Abstract : The goal of this research is to clarify project marketing within its environments and its complexity, to better understand the phenomena's linked to this activity, and in particular, actions favorable to a process of project marketing, as well as the development of this process within Business to Business.
Six variables-decisive actions for the advancement of the project marketing process-are put forward as well as internal and external resources, to be mobilized according to the four phases of project marketing: pre-project marketing, marketing at the start of the project, ongoing project marketing, and marketing before the next project.
A process model of project marketing is proposed, which details the surrounding meaning and value as well as inciting its operational application.
This qualitative research is more particularly based on the analysis of three cases and is characterized by a progressive and iterative construction, with constant backward and forward motions between empirical and theoretical.
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https://tel.archives-ouvertes.fr/tel-00270114
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Submitted on : Thursday, April 3, 2008 - 4:47:52 PM
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  • HAL Id : tel-00270114, version 1

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Laurence Lecoeuvre. Le marketing de projet en situation Business to Business : Etudes de cas et proposition d'un modèle dynamique d'évaluation et de suivi. Sciences de l'ingénieur [physics]. Ecole Centrale Paris, 2005. Français. ⟨tel-00270114⟩

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