Aerospace Marketing Management
By:"Philippe Malaval","Christophe Bénaroya"
Published on 2003-05-31 by Springer Science & Business Media
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.
This Book was ranked 31 by Google Books for keyword bases puissance aérienne stratégie aérospatiale.
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