Aerospace Marketing Management: A Handbook for the Entire Value Chain

ISBN-13: 9783319377582 / Angielski / Miękka / 2016 / 590 str.

Philippe Malaval; Christophe Benaroya; Jonathan Aflalo

Opis

This book presents an overall picture of both B2B and B2C marketing strategies, concepts and tools in the aeronautics sector. It deals with the whole value chain, both civil and defense, from parts, engine through airframers to airlines and airports.

Spis treści

1. 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.

O autorze

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

Blurb

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.