This article analyses the marketing activities of three Danish architectural firms in Germany during the 1990s from a perspective that is new to project marketing, in that the Bourdivan concepts of social and cultural capital are applied to the offerings and activities of firms. In architecture,...

Despite the fact that commercial sponsorship nowadays is a common phenomenon with salient effects on different aspects of developed societies at large (e.g. sports, the arts, the public sector, the media), academic research interest in this closely marketing‐related field seems to be rather...

The purpose of this paper is to “open up” the concept of customer satisfaction in industrial markets through arguing for a broader, contextually sensitive perspective to the phenomenon in its real‐life settings. The conceptual argumentation put forward in this paper is based on an...

Owing to the strong position of traditional marketing communications (especially advertising) research and consumer marketing related theories in the general field of marketing, the prevailing concepts of communication can be labeled as “mass communicative” in current marketing discourse as...

Many types of commercial professional services are commonly sold as projects. Therefore this article draws on the project marketing literature to elucidate the international marketing of professional service projects. After an initial literature review, the project marketing milieu concept’s a...