Abstract:

This paper intends to propose a research attempting to contribute new knowledge to the field of project marketing and find a home in the realm of enterprise level management. We will discuss different worldviews adopted toward the field of project marketing. And as a first result, we will point out that two different perspectives toward project marketing can be considered. The first perspective corresponds to the approach taken by the group of project marketers and the second is that of the project managers. Consequently, the prospects seem to follow various philosophies and reveal from the somewhat different points of view. This paper will illustrate these differences as the recent developments in project management suggest a new way of thinking. This new approach recommends considering project management as a process instead of only a set of managerial actions. It is very essential to understand these differences in order to establish a practical framework that gives life to the conceptual phenomenon of project marketing. We will describe the nature of the purpose of both the worldviews and how they influence the definition of project and project marketing. Additionally, projects have been defined by several different bodies of knowledge such as IPMA, PMBok, and PRINCE 2. But, in spite of a common foundation we can notice the differences in perspectives adopted by all the different definitions. Such differences will be reflected in our paper and form the basis of our thinking toward project marketing. Furthermore, the paper proposes a methodology to improve the understanding of project marketing and to contribute to the existing body of knowledge concerning the intersection and/or the interaction between marketing and project management. The methodology will focus on analyzing three different industrial sectors and will be based on the interviews of the representatives of the companies studied.