Aerospace Marketing Management A Handbook for the Entire Value Chain /

• Main Authors: Malaval, Philippe (Author), Bénaroya, Christophe (Author), Aflalo, Jonathan (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2014.
• Series: Management for Professionals,
• Subjects: Business.; Transportation.; Marketing.; Project management.; Production management.; Aerospace engineering.; Astronautics.; Business and Management.; Aerospace Technology and Astronautics.; Operations Management.; Project Management.

This book presents an overall picture of both B2B and B2C marketing strategies, concepts and tools, in the aeronautics sector. This is a significant update to an earlier book successfully published in the nineties which was released in Europe, China, and the USA. It addresses the most recent trends...

Table of Contents:

• 1. Marketing in the aeronautics 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.