Philippe Malaval, Christophe Bénaroya

Aerospace Marketing Management (eBook, PDF)

Manufacturers · OEM · Airlines · Airports · Satellites · Launchers

• Format: PDF

Produktbeschreibung

Aerospace Marketing Management is a marketing manual devoted to:

-the aeronautics sector: parts suppliers, aircraft manufacturers, and airlines, -the space sector: suppliers, integrators, and service providers.

It presents the essentials of marketing from basic concepts such as segmentation, positioning and the marketing plan, to the product policy, pricing, distribution and communication. This book also includes specific chapters on project marketing, brand policy, gaining loyalty through maintenance and training, compensation, and alliance strategies. The different chapters show the new changes due to Internet:

-e-procurement for the purchase strategy, -interactive communication with websites, -e-ticketing for the airlines to reach final consumers.

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Produktdetails

• Verlag: Springer US
• Seitenzahl: 536
• Erscheinungstermin: 6. Dezember 2012
• Englisch
• ISBN-13: 9781461510659
• Artikelnr.: 44178782

Autorenporträt

Dr. Philippe Malaval graduated from Toulouse Business School has a PhD in Management from Toulouse University. A Professor of Marketing at TBS (France), he worked for 12 years in the industrial sector and is today a consultant to numerous companies. He is a member of the French Association of Marketing (AFM) and is the author of several academic articles and reference books published in several languages including 'Business to Business Marketing', 'Pentacom', 'BtoB Brands', among others. In charge of the marketing program of the Aerospace MBA (TBS), he teaches at other institutions such as the Engineering School of Aeronautics & Space, and in diverse American and English MBA programs. More information available at www.philippemalaval.com Christophe Bénaroya graduated from Toulouse Business School and as a Professor of Marketing, he is leading the 'B2B Management' option in Barcelona (Spain) and is in charge of the 'M2C' English Track. Grounded into his consultant experience in the aerospace sector, his research activities gave birth to the publishing of articles in academic journals, and to several books (jointly with Philippe Malaval), in France, in the USA and in China. He is mostly lecturing in 'pro' and 'executive' programs, both in French or in English, ongoing vocational training, MBAs. More information available at www.christophe-benaroya.fr Thanks to his international background in the aviation industry (airline, aerospace, ground handling and travel distribution), Jonathan Aflalo recently led the development of a Strategic Intelligence department within the world's major ground handler, Swissport. Jonathan Aflalo holds a private pilot license and is a speaker at international conferences. More information available at www.jonathanaflalo.com

Inhaltsangabe

1 Marketing in the Aeronautics and Space 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.