@article{696036,
      recid = {696036},
      author = {Malaval, Philippe, and Bénaroya, Christophe, and Aflalo,  Jonathan,},
      title = {Aerospace marketing management a handbook for the entire  value chain / [electronic resource] :},
      pages = {1 online resource (xv, 590 pages) :},
      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 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.},
      url = {http://library.usi.edu/record/696036},
      doi = {https://doi.org/10.1007/978-3-319-01354-1},
}