Marketing in Project Management

Durval Carvalho Avila Jacintho

Although  the word “marketing” usually implies publicity, sales strategy, advertising, and self-promotion, this discipline and its activities, are present in all aspects of life, whether economic, political, social, or related to personal relationships.

There are many definitions for “marketing.” According to the American Marketing Association (AMA, 2007), “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

According to Richers (1994), “Marketing encompasses the systematic activities carried out by a human organization with the aim of bringing about exchanges within its environment, with the objective of specific benefits.”

Thus, from a modern viewpoint, the concept of marketing extrapolates consumer needs and the commercialization of goods and services and implies the building of long-term relationships, wherein individuals, groups, or businesses achieve their objectives in relationships in which everyone benefits.

 Marketing Activities and Processes

One of the principal concepts of marketing is “the marketing mix,” which can be defined as a group of variables or tools known as the 4 P’s and used to produce the desired response in …


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"Conventional people are roused to fury by departure from convention, largely because they regard such departure as a criticism of themselves."

- Bertrand Russell

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