Aerospace marketing management [electronic resource] : a handbook for the entire value chain / Philippe Malaval, Christophe Benaroya, Jonathan Aflalo.

9783319013541 electronic book
3319013548 electronic book
9783319013534

Cham : Springer, 2014.

English

1 online resource (xv, 590 pages) : illustrations.

10.1007/978-3-319-01354-1 doi

HD9711.5.A2

629.10688

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.

Includes bibliographical references and index.

Access limited to authorized users.

Description based on print version record.

Management for professionals.

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