Includes bibliographical references and index.

This book is a comprehensive and practical guide to project marketing-a crucial aspect of businesses worldwide. It encompasses a variety of key infrastructure projects such as roads, airports, ports, power, irrigation, commercial, and industrial buildings. The volume: 1. Provides key definitions and discusses concepts such as segmentation, target marketing, positioning in projects, and organizational buyer behaviour; 2. Draws and adapts from extant marketing theory and provides real life case studies to demonstrate application of concepts; 3. Focuses on project marketing logic, marketing mix, negotiation techniques and strategies to aid contracting /sub-contracting firms realize better pricing and project profitability.