ABSTRACT
Project, program, and portfolio marketing is a new concept, and in this chapter we will describe some of the current ideas. In the rst section we will describe the three organizations involved in project, program, and portfolio management, and the dierent types of marketing they do. Two of the organizations, the investor and the contractor, do their marketing at the portfolio level. e third, the project or program, does the marketing at that level. We then describe the two traditional elements of marketing, market segmentation and the 4Ps (product, price, place of sale, and promotion). A model of project results suggested by Turner (2014) is used to suggest a range of dierent stakeholders involved in projects, programs, and portfolios and to show how it suggests they need dierent forms of communications. We then consider how the dierent stakeholders perceive the product, price, promotion, and place of sale. We next describe the marketing that needs to be done by the three organizations: the project or program, the contractor, and the portfolio or investor.
