CHAPTER 6

Marketing

Why Study Marketing?

At first glance, there does not appear to be a lot of overlap between marketing and project and program management. Marketing is perceived by some to be about selling (or overselling) products to people or firms that do not want them. The negative stigma of tele-marketers invasively calling us at mealtime doesn’t help. Nor does the negative perception of multilevel marketing schemes. These all detract from marketing’s real purpose.

When we look at the definition of marketing from the American Marketing Association (AMA), marketing is much more closely aligned to project and program management than imagined at first pass: “Marketing is the activity, set of institutions, and processes for creating, communicating, ...

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