Managing the Life Cycle of a Community Project: A Marketing Approach

Research output: Contribution to journalReview articlepeer-review


A review of the literature reveals that it is customary to adopt a marketing approach in community project development, without analyzing the need for different phases in the life cycle of the project. The present article reports a study that examined the implementation of the marketing approach in 11 projects by 54 experts-specialists and professionals in Israel. It suggests that there is a need to match the different components of the marketing approach to different phases of the project's life cycle. The article describes and explains how to combine five central elements in the marketing area, namely, target market, social product, price, distribution, and promotion. The article discusses the necessity of adjusting the marketing components during four main phases in a project life cycle, namely, initiation, planning, implementation, and inslitutionalization.

Original languageEnglish
Pages (from-to)19-37
Number of pages19
JournalAdministration in Social Work
Issue number2
StatePublished - 2003

Bibliographical note

Funding Information:
five marketing components, to achieve the desired results with regard to each of the four phases of the project life cycle. Each of the teams planned and developed a different community project. The context for the community projects was a program called the “development of community approach”, which is supported by the Community Work Service in the Israeli Ministry of Labor and Welfare. The program included meetings to present and discuss the five marketing elements (as described in the literature review), as well as the model of the four phases in terms of community projects. These meetings were conducted prior to the nominal group procedures.


  • Macro practice
  • Marketing mix
  • Project life cycle
  • Project phases

ASJC Scopus subject areas

  • Health(social science)
  • Public Administration


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