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Overview
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.
Synopsis
Malaval (Toulouse Business School, France) and BÉnaroya (Business Conseil, France) offer an overview of business-to-business and business-to-consumer marketing in the aeronautics and space sector, dealing with all the basic marketing concepts and tools from both operational and strategic perspectives. Writing particularly for executives working in the aeronautics and space industry and for students of engineering or business, they do not assume any previous knowledge of marketing, and bypass deep discussions for a broader treatment that considers the current marketing trends. No publishing data is provided for the original Marketing aÉronautique et spatial. Annotation ©2003 Book News, Inc., Portland, OR