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Risks in Project Marketing
Abstract
The process by which people and organizations can communicate with other stakeholders to win their support has been called project marketing. There are three types of organization involved in projects and project management. There is the project itself, a temporary organization. It needs to engage with stakeholders during project delivery. There are contractors which need to win new business, to interest clients in the services that they can provide and in work from those clients. Finally there is the investor, who needs to gain the interest and support of a large number of stakeholders for the investment the project will make. The service dominant logic dominates project marketing. It is essential to work with other stakeholders, creating networks, doing with rather than unto, to deliver mutually beneficial results. The opportunity that arises from effective project marketing is winning the support of other stakeholders. The risk is that they will not engage with the project, and there can be several causes of that depending on the nature of the marketing being done.
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