ENGLISH

Aerospace Marketing Management: A Handbook for the Entire Value Chain

By Philippe Malaval , Christophe Bénaroya , Jonathan Aflalo (auth.)

Book information

Publisher
Springer International Publishing
Year
2014
ISBN
978-3-319-01353-4, 978-3-319-01354-1
DOI
10.1007/978-3-319-01354-1
Language
english
Format
PDF
Filesize
20 MB (21012896 bytes)
Series
Management for Professionals
Edition
1
Pages
590\600
Time added
2014-01-18 08:00:00
Marketing; Aerospace Technology and Astronautics;

Description

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.

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