Marketing, programme and project management: relationship building and maintenance over project lifecycles

TL;DRAbstract

Business development is in transition with its increasing focus upon relationship building and maintenance. Theoretically this represents a shift from the transactional marketing mix towards relationship marketing (RM). Four international main contractors were examined to identify the extent of transition. Semi-structured interviews were conducted amongst Directors with Marketing responsibilities, Business Development Managers, Heads of Procurement, Project Directors and Project Managers in each contractor. The analysis was conducted inductively and evaluation was made against the literature. The analysis presented draws upon three findings common to the four contractors: i) an emergent key account management function (KAM), ii) the lack of a RM system, iii) the absence of an internal relationship and system between procurement and business development (BD). The evaluation of the findings against the literature shows KAM to be partially conceived in different ways by each contractor bo

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