04085nam a22006135i 4500 978-3-319-01354-1 DE-He213 20210617115043.0 cr nn 008mamaa 131112s2014 gw | s |||| 0|eng d 9783319013541 978-3-319-01354-1 10.1007/978-3-319-01354-1 doi HF5410-5417.5 KJS bicssc BUS043000 bisacsh KJS thema KJSM thema 658.8 23 Malaval, Philippe. author. aut http://id.loc.gov/vocabulary/relators/aut Aerospace Marketing Management [electronic resource] : A Handbook for the Entire Value Chain / by Philippe Malaval, Christophe Bénaroya, Jonathan Aflalo. 1st ed. 2014. Cham : Springer International Publishing : Imprint: Springer, 2014. XV, 590 p. 375 illus. online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda Management for Professionals, 2192-8096 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. 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. Marketing. Aerospace engineering. Astronautics. Production management. Transportation. Project management. Marketing. https://scigraph.springernature.com/ontologies/product-market-codes/513000 Aerospace Technology and Astronautics. https://scigraph.springernature.com/ontologies/product-market-codes/T17050 Operations Management. https://scigraph.springernature.com/ontologies/product-market-codes/519000 Transportation. https://scigraph.springernature.com/ontologies/product-market-codes/119000 Project Management. https://scigraph.springernature.com/ontologies/product-market-codes/515020 Bénaroya, Christophe. author. aut http://id.loc.gov/vocabulary/relators/aut Aflalo, Jonathan. author. aut http://id.loc.gov/vocabulary/relators/aut SpringerLink (Online service) Springer Nature eBook Printed edition: 9783319013534 Printed edition: 9783319013558 Printed edition: 9783319377582 Management for Professionals, 2192-8096 https://doi.org/10.1007/978-3-319-01354-1 ZDB-2-SBE ZDB-2-SXBM Business and Economics (SpringerNature-11643) Business and Management (R0) (SpringerNature-43719)