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008 160915s2014 gw | s |||| 0|eng d
020 _a9783319013541
_9978-3-319-01354-1
024 7 _a10.1007/978-3-319-01354-1
_2doi
035 _ato000542035
040 _aSpringer
_cSpringer
_dRU-ToGU
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aKJSM
_2bicssc
072 7 _aBUS043000
_2bisacsh
082 0 4 _a658.8
_223
100 1 _aMalaval, Philippe.
_eauthor.
_9448004
245 1 0 _aAerospace Marketing Management
_helectronic resource
_bA Handbook for the Entire Value Chain /
_cby Philippe Malaval, Christophe Bénaroya, Jonathan Aflalo.
260 _aCham :
_bSpringer International Publishing :
_bImprint: Springer,
_c2014.
300 _aXV, 590 p. 375 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
490 1 _aManagement for Professionals,
_x2192-8096
505 0 _a1. Marketing in the aeronautics 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.
520 _aThis 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.
650 0 _aEconomics.
_9135154
650 0 _aAstronautics.
_9303158
650 0 _aMarketing.
_9564740
650 1 4 _aEconomics/Management Science.
_9247365
650 2 4 _aMarketing.
_9564740
650 2 4 _aAerospace Technology and Astronautics.
_9304214
650 2 4 _aProduction/Logistics/Supply Chain Management.
_9567124
650 2 4 _aTransportation.
_9412344
650 2 4 _aProject Management.
_9413689
700 1 _aBénaroya, Christophe.
_eauthor.
_9448006
700 1 _aAflalo, Jonathan.
_eauthor.
_9448007
710 2 _aSpringerLink (Online service)
_9143950
773 0 _tSpringer eBooks
830 0 _aManagement for Professionals,
_9446163
856 4 0 _uhttp://dx.doi.org/10.1007/978-3-319-01354-1
912 _aZDB-2-SBE
999 _c399913