Milieu as a pertinent unit of analysis in project marketing

The purpose of this article is to shift gear from the purely economic to the socioeconomic level in project marketing and consequently to demonstrate that project marketing consists, to a certain extent, in the management of a firm's relationships to a local network of business and non-business actors, named the milieu. This networking action forms the basis of a proactive approach aiming at anticipating bids and at maximizing the firm's chances of success on on-going projects.