Marketing Industrial Project-Related Services Internationally: A Multilingual Literature Review

Maria Anne Wagtmann, Bernard Cova

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingBidrag til bog/antologiForskning

Resumé

 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.
OriginalsprogEngelsk
TitelState of the Art in Research in International Services Marketing
RedaktørerKo de Ruyter, Piet Pauwels
Antal sider26
Udgivelses stedNetherlands
ForlagKluwer Academic Publishers
Publikationsdato2004
Sider149-174
StatusUdgivet - 2004
Udgivet eksterntJa
NavnAdvances in International Marketing
Vol/bind15
ISSN1474-7979

Fingeraftryk

Industrial marketing
Literature review
Marketing
Project marketing
Marketing concept
Project business
Business-to-business marketing
Research agenda
Business-to-business market
Services marketing
Marketers
International business

Citer dette

Wagtmann, M. A., & Cova, B. (2004). Marketing Industrial Project-Related Services Internationally: A Multilingual Literature Review. I K. de Ruyter, & P. Pauwels (red.), State of the Art in Research in International Services Marketing (s. 149-174). Netherlands: Kluwer Academic Publishers. Advances in International Marketing, Bind. 15
Wagtmann, Maria Anne ; Cova, Bernard. / Marketing Industrial Project-Related Services Internationally : A Multilingual Literature Review. State of the Art in Research in International Services Marketing. red. / Ko de Ruyter ; Piet Pauwels. Netherlands : Kluwer Academic Publishers, 2004. s. 149-174 (Advances in International Marketing, Bind 15).
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abstract = " 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.",
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Wagtmann, MA & Cova, B 2004, Marketing Industrial Project-Related Services Internationally: A Multilingual Literature Review. i K de Ruyter & P Pauwels (red), State of the Art in Research in International Services Marketing. Kluwer Academic Publishers, Netherlands, Advances in International Marketing, bind 15, s. 149-174.

Marketing Industrial Project-Related Services Internationally : A Multilingual Literature Review. / Wagtmann, Maria Anne; Cova, Bernard.

State of the Art in Research in International Services Marketing. red. / Ko de Ruyter; Piet Pauwels. Netherlands : Kluwer Academic Publishers, 2004. s. 149-174 (Advances in International Marketing, Bind 15).

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingBidrag til bog/antologiForskning

TY - CHAP

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Wagtmann MA, Cova B. Marketing Industrial Project-Related Services Internationally: A Multilingual Literature Review. I de Ruyter K, Pauwels P, red., State of the Art in Research in International Services Marketing. Netherlands: Kluwer Academic Publishers. 2004. s. 149-174. (Advances in International Marketing, Bind 15).