The communication concerning situations of project marketing (space industry, train construction, engineering, building construction, …) does not lead to a lot of researches and publications. An attempt will be made in this article, to establish the link between project and corporate communication considering the various steps in the development of a particular project strategy. This induces the development of the identity of the firm, the definition of the main targets (sociogram approach) and the development of particular tools at both an internal and an external level. It appeared in this study that the traditional communication mix arrives late after the management communication and the organizational communication. Concerning the tools, the relational network seems to be the best adapted to the particular situation and the targeting allows a good despatching of the resources at this level. The firms have in fact to develop both a functional and a relational positioning.

results are found to be contrary to my hypothesis. For example, for the two-day (-1, 0) period, abnormal returns using the market model and OLS beta are -2.10 percent (t = -4.04) for high conversion ratio issues and are statistically quite significant. On the other hand, the relative stock price response to the low conversion ratio issues ranges from -0.54 percent (t = -1.08) under the mean returns model to -0.66 percent (t = -1.29) under the market model using delayed beta and are quite insignificant. These results are further compared to the control firms and are found to be robust and consistent.

This paper deals with the segmenting markets of client-authorized car dealers. We discuss the application of artificial neural networks and the k-means method for classifying car buyers. We will present the results of experiments that were made for car dealers in Poland. On the basis of empirical data, the classification results of neural networks will be ascertained and compared with the classification results of the k-means.Artificial neural networks are information processing systems whose structure and function are motivated by the cognitive processes and organizational structure of neurobiological systems. The Kohonen network is designed primarily for unsupervised learning, that is, winner takes all, which does not require desired values of output variables in the training set. The Kohonen network learns to recognize clusters of data and relates similar classes to each other.The k-means algorithm performs quickly and efficiently as a model with a fixed number of cluster centers, determined in advance by the user. K-means is an iterative algorithm. Conduct segmentation gives car dealers information about their clients. It is very important to create a marketing strategy for different customer groups. (JEL C10)

A common measure of relative dispersion is the coefficient of variation (CV), defined as the ratio of the standard deviation to the arithmetic mean. For the years 1990-91 through