ABSTRACT
Marketing projects is at the junction of marketing and project management knowledge. Managers must turn all these ideas into projects that will materialize, and then market them well to end users. While project managers have often trained well in evaluating risks, they are not necessarily acquainted with points of vulnerability (POVs), and neither are marketers for that matter. POVs are internal to the system; they are inside the company handling the project. Every marketing and all project efforts harbor POVs, if only because they involve people who must work together to achieve a goal. All projects have a beginning and an end, after which they become normal operations. They, theoretically, have a cost ceiling and minimal quality requirements, and all offer something unique and innovative. A number of factors threaten a project’s feasibility, especially from a marketing point of view. The chapter also presents an overview of the key concepts discussed in this book.
