ABSTRACT
There is a whole area of industrial marketing for which the relationships cannot be limited to the business context; this is the area of project marketing or system selling.
To circumscribe the nature of project marketing, we can define a project as a complex transaction involving products and services that must be integrated through work to deliver a facility or an enhanced organizational capability of some description. Its purpose is to enable a customer to obtain certain business benefits within the constraints of time, cost, and quality, which are deemed to justify the investment. Examples might include: a building, an operational production facility, a power station, a defense system, a limited series of aircraft landing gear assemblies, an IT system or, the development and implementation of management procedures to control complex distribution networks etc..
