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In previous papers in this journal the author has noted the lack of attention give to clients/customers in the program/ project literature. This reflects the fact that this literature is strongly production-focused and essentially introspective. From the author own experience the author believe this needs correction, and in recent times a few writers have expressed similar concerns. This paper first discusses what the author mean by marketing perspectives, and their relevance to program/project management. Recent movements in the program/project literature towards more holistic perspectives are outlined, first in relation to increased concerns with satisfying stakeholders, and more particularly with the perception of programs/projects as means of implementing organisational strategies.
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