Business Marketing Intelligence

Philippe Malaval, Christophe Bénaroya and Jonathan Aflalo
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Philippe Malaval: Toulouse Business School
Christophe Bénaroya: Toulouse Business School
Jonathan Aflalo: ATPCO-Airline Tariff Publishing Company

Chapter 3 in Aerospace Marketing Management, 2014, pp 83-122 from Springer

Abstract: Abstract Marketing studies are used to measure satisfaction, evaluate potential, discover new openings, verify the segmentation method adopted, reinforce sales arguments, etc. For all of these, useful information needs to be collected and the aim of market surveillance is to enrich the information system (IS). In the light of the strategic importance of marketing surveillance and studies, it is essential to set out the objectives and methods as well as the main techniques needed to acquire, protect and exploit pertinent information. However it is not enough to just have a department for market studies. The main thing is to set up an action plan to best exploit the results.

Keywords: Market Study; Aviation Security; Penetration Level; Airline Company; Sales Team (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-319-01354-1_3

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