Aerospace Marketing Management

Philippe Malaval and Christophe Benaroya ()
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Philippe Malaval: M&CN - Marketing & Communication Networks - M&CN - Marketing & Communication Networks - Toulouse Business School
Christophe Benaroya: M&CN - Marketing & Communication Networks - Toulouse Business School

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Abstract: 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 concurrent engineering, coopetition, and extended entreprise. 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.

Keywords: Aerospace; Aeronautics; Marketing; Branding; Project; Management; Aviation; B2B; B2C; coopetition; Aérospatial; Aéronautique; Marque; Projet (search for similar items in EconPapers)
Date: 2014-01-01
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Published in SPRINGER, pp.590, 2014, Management for professionals, 978-3-319-01353-4. ⟨10.1007/978-3-319-01354-1⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00971772

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

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