TY  - CHAP
AB  - Project business as a mode of operation is currently very prevalent on international business-to-business markets, and project-related services are an important part of most projects. However the way to market these types of services is under-researched in mainstream marketing literature. Therefore, via a multi-lingual literature review, this article scrutinizes four marketing schools for frameworks relevant to the marketing of project-related services: project, services, transaction, and interactive business-to-business marketing. The analysis shows that the project marketing concepts better capture key aspects of marketing project-related services internationally than do the mainstream service marketing concepts. However, the analysis also suggests that a pluralist approach may be useful when marketing of project-related services, as some frameworks from other marketing schools are also suitable. On this basis, suggestions for marketers of project-related services are presented, and a research agenda for academics concerning the study of project-related services both internationally and domestically is suggested.
VL  - 15
SN  - 978-0-76231-185-9, 978-1-84950-331-0/1474-7979
DO  - 10.1016/S1474-7979(04)15007-2
UR  - https://doi.org/10.1016/S1474-7979(04)15007-2
AU  - Anne Skaates Maria
AU  - Cova Bernard
ED  - K. de Ruyter
ED  - P. Pauwels
PY  - 2005
Y1  - 2005/01/01
TI  - MARKETING INDUSTRIAL PROJECT-RELATED SERVICES INTERNATIONALLY: A MULTI-LINGUAL LITERATURE REVIEW
T2  - Research on International Service Marketing: A state of the Art
T3  - Advances in International Marketing
PB  - Emerald Group Publishing Limited
SP  - 149
EP  - 174
Y2  - 2024/04/24
ER  -