Introduction to the IMM special issue on ‘Project marketing and the marketing of solutions’ A comprehensive approach to project marketing and the marketing of solutions

Abstract

This introduction to the special issue on 'Project Marketing and the Marketing of Solutions' starts by highlighting the major contributions made in the field of project marketing during the last decade. Then it points out the emergence of integrated solutions and details the major challenges facing the marketing of solutions. It concludes on the possible synergies between the marketing of solutions and project marketing.