Rethinking project management - Did we miss marketing management?

Abstract

Contemporary practice of project management is rapidly developing through interaction with emerging new practices that focuses on achieving better project performances by employing complementary management practices. The purpose of this paper is to explore the potential synergetic interaction between project management and marketing management practice. The findings indicated that using marketing practices in project management is evident and that project marketing management is an emerging practice that will bust projects performances to the top. The results also suggest that further research in this field is an order for development of both project management theory and practice.