Coping With Negative Critical Events During The Project Marketing Process
The purpose of the paper was to develop means for project marketers to cope with the critical incidents occurring during the project marketing process. One essential direction in the development was the project management research, in which the challenges caused by critical incidents are been studied. The project management literature proposes some procedures to cope with the challenges, and the applicability of the procedures was assessed in the project marketing context. Literature addressed in the paper includes project management research, and project marketing studies as well.