Abstract:

The purpose of this paper is to propose a research method to investigate the application of project marketing principles and techniques in the field of project management. Due to globalization, complex communities with networks of alliance members and strategic suppliers, power and politics have been overplayed. Additionally, time-to-market and global competition, and rapidly changing technologies prove the need for a dynamic shift in mental framework adopted toward project management. With such a multi-faceted business model, projects that implement new business systems are also becoming complex. And, we can notice the increased significance of project management in the society today. Projects, however, increasingly need marketing actions and the dynamic link between marketing and project management needs sufficient attention. This paper lays out the research perspective that is necessary to be adopted to form a successful merger between the two disciplines.