Cova, Bernard; Skålén, Per; Pace, Stefano - In: Journal of Business & Industrial Marketing 34 (2019) 4, pp. 723-734
Purpose: Project marketing is the specific activity of companies selling projects-to-order. Interpersonal practice is known to be important in this type of marketing. While this interpersonal practice has been little studied, some previous research suggests that changes in the institutional...