Abstract
After the development of the traditional approach in project marketing described in the literature, this paper first illustrates the resistance of practitioners towards approaches calling for a shift from "pell-mell practices" to ones which prone strategic planning. Such planned strategies proved to be difficult to implement due to the very complex and dynamic nature of project activities. The paper then, shows the dilemma faced by project marketing today : combining anticipation and flexibility.<br /><br /> Based on the in-depth analysis of four case studies drawn from different industrial sectors (construction, defense, energy, power systems), this paper presents a renewed strategic framework for project marketing which highlights how these two key dimensions can be used and combined both in terms of technology and market.<br /><br /> The major results of the research and issues for further research are presented.