ABSTRACT
Increasingly, marketing practice is moving away from viewing clients as “targets” to become instead relational human assets that can be cultivated or, better yet, leveraged. Crucial to the success of a project are the relationships between project managers and clients, and the way marketing experts implement their strategies. In summary, the marketing of projects certainly uses some marketing techniques and resorts to some marketing theories, but it also has its own peculiarities. Escalation equates to a need to justify or, according to the tenet of project management theory, comply with self-congruence. Project managers and clients can form one single entity in the realm of seeing projects through from beginning to end. A project manager’s vectors must align with that of the clients to some degree; compatibility, as opposed to divergence of interests, is crucial for the success of a project.
