Aerospace Marketing Management: Manufacturers · OEM · Airlines · Airports · Satellites · Launchers
Author:   Philippe Malaval ,  Christophe Bénaroya
Publisher:   Springer-Verlag New York Inc.
Edition:   2002 ed.
ISBN:  

9781402071515


Pages:   536
Publication Date:   31 May 2003
Format:   Hardback
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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Aerospace Marketing Management: Manufacturers · OEM · Airlines · Airports · Satellites · Launchers


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Overview

The deregulation of the airlines that began in the United States in the 1980s has gradually spread to different countries. The resulting drop in prices stimulated development in aeronautics production. thereby increasing competitiveness. The concentration of companies in the sector, the appearance of new information technologies, and market globalization have speeded up the transition from ""product orientation"" to ""customer orientation"". This is a marketing manual devoted to the aeronautics and space sectors. It presents the essentials of marketing from basic concepts such as segmentation, positioning and the marketing plan, to the product policy, pricing, distribution and communication. The book also includes specific chapters on project marketing, brand policy, gaining loyalty through maintenance and training, compensation, and alliance strategies, as well as 45 case studies of aeronautics and space companies.

Full Product Details

Author:   Philippe Malaval ,  Christophe Bénaroya
Publisher:   Springer-Verlag New York Inc.
Imprint:   Springer-Verlag New York Inc.
Edition:   2002 ed.
Dimensions:   Width: 15.50cm , Height: 3.10cm , Length: 23.50cm
Weight:   2.120kg
ISBN:  

9781402071515


ISBN 10:   1402071515
Pages:   536
Publication Date:   31 May 2003
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

1 Marketing in the Aeronautics and Space Industry.- 2 The Individual and Organizational Purchase.- 3 Business Marketing Intelligence.- 4 Market Segmentation and Positioning.- 5 Marketing and Sales Action Plan.- 6 Innovation and Product Management.- 7 Marketing of Services.- 8 Pricing Policy.- 9 Selecting Distribution Channels and Sales Team Management.- 10 Project Marketing.- 11 Communication Policy.- 12 Selecting Media.- 13 Brand Management.- 14 Building loyalty: Maintenance, Customer Training and Offsets.- 15 Alliance Strategies.

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