000			03424nam a22005895i 4500
001			978-3-319-01354-1
003			DE-He213
005			20200420211752.0
007			cr nn 008mamaa
008			131112s2014 gw | s |||| 0|eng d
020			_a9783319013541 _9978-3-319-01354-1
024	7		_a10.1007/978-3-319-01354-1 _2doi
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.
245	1	0	_aAerospace Marketing Management _h[electronic resource] : _bA Handbook for the Entire Value Chain / _cby Philippe Malaval, Christophe B�enaroya, Jonathan Aflalo.
264		1	_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
347			_atext file _bPDF _2rda
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	_aBusiness.
650		0	_aTransportation.
650		0	_aMarketing.
650		0	_aProject management.
650		0	_aProduction management.
650		0	_aAerospace engineering.
650		0	_aAstronautics.
650	1	4	_aBusiness and Management.
650	2	4	_aMarketing.
650	2	4	_aAerospace Technology and Astronautics.
650	2	4	_aOperations Management.
650	2	4	_aTransportation.
650	2	4	_aProject Management.
700	1		_aB�enaroya, Christophe. _eauthor.
700	1		_aAflalo, Jonathan. _eauthor.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783319013534
830		0	_aManagement for Professionals, _x2192-8096
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-319-01354-1
912			_aZDB-2-SBE
942			_cEBK
999			_c51320 _d51320