Aerospace Marketing Management
Subtitle: Manufacturers · OEM · Airlines · Airports · Satellites · Launchers
By: by Philippe Malaval, Christophe Bénaroya
Contributors: Bénaroya, Christophe
Publisher: Springer US
Published: 2002
Place of publication: Boston, MA
Language: eng
Format: [electronic resource] :
Number of pages: 536
ISBN-13: 9781461353775; 9781461510659
Subjects: Marketing; Engineering; Economics
Description: Aerospace Marketing Management is a marketing manual devoted to: -the aeronautics sector: parts suppliers, aircraft manufacturers, and airlines, -the space sector: suppliers, integrators, and service providers. 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. This book also includes specific chapters on project marketing, brand policy, gaining loyalty through maintenance and training, compensation, and alliance strategies. The different chapters show the new changes due to Internet: -e-procurement for the purchase strategy, -interactive communication with websites, -e-ticketing for the airlines to reach final consumers.
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