文章基本信息

标题：Rethinking Project Management – Did We Miss Marketing Management?
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作者：Vladimir Obradović ; Vladimir Obradović ; Slavica Cicvarić Kostić 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2016
卷号：226
页码：390-397
DOI：10.1016/j.sbspro.2016.06.203
语种：English
出版社：Elsevier
摘要：AbstractContemporary practice of project management is rapidly developing through interaction with emerging new practices that focuses on achieving better project performances by employing complementary management practices. The purpose of this paper is to explore the potential synergetic interaction between project management and marketing management practice. The findings indicated that using marketing practices in project management is evident and that project marketing management is an emerging practice that will bust projects performances to the top. The results also suggest that further research in this field is an order for development of both project management theory and practice.
关键词：project management;project stakeholder management;marketing orientation;marketing management;project marketing