Aerospace Marketing Management

Name: Aerospace Marketing Management
Author: Philippe Malaval

A Handbook for the Entire Value Chain

Gebonden Engels 2013 2014e druk 9783319013534

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Samenvatting

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 such as Social Marketing and the internet, Customer Orientation, Project Marketing and Con current Engineering, Coopetition, and Extended Enterprise. Aerospace Marketing Management is the first marketing handbook richly illustrated with executive and expert inputs as well as examples from parts suppliers, aircraft builders, airlines, helicopter manufacturers, aeronautics service providers, airports, defence and military companies, and industrial integrators (tier-1, tier-2). This book is designed as a ready reference for professionals and graduates from both Engineering and Business Schools.

Specificaties

ISBN13:9783319013534

Taal:Engels

Bindwijze:gebonden

Aantal pagina's:590

Uitgever:Springer International Publishing

Druk:2014

Hoofdrubriek:Projectmanagement, Reclame en verkoop, Marketing

Serie:Management for Professionals

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Inhoudsopgave

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.