Project Marketing

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 10 in Aerospace Marketing Management, 2014, pp 343-362 from Springer

Abstract: Abstract The design, manufacture and sale of complex equipment such as an aircraft, an airport site, or a satellite launcher require a specific marketing approach. Thanks to the work of Bernard Cova and Robert Salle as well as the Industrial Marketing and Purchasing Group (IMP), the project marketing approach has been defined (Cova, B., & Salle, R. (1999). Le marketing d’affaires. Paris: Dunod.)

Keywords: Supply Company; Potential Supplier; Latent Demand; Customer Company; Project Market (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-01354-1_10

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DOI: 10.1007/978-3-319-01354-1_10

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