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

Malaval, Philippe/ Bénaroya, Christophe

Springer-Verlag New York Inc.（2012/10発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 536 p.
• 言語 ENG
• 商品コード 9781461353775
• DDC分類 380

Full 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.

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.