Marketing in the International Aerospace Industry

ISBN-13: 9781138264663 / Angielski / Miękka / 2016 / 312 str.

Wesley E. Spreen

Opis

This book provides a comprehensive overview of Marketing in the international aerospace industry. It analyses the distinctive environment and practices of the aerospace industry, and provides specific, practical guidance for marketing professionals. The content is presented in clearly-defined chapters that relate directly to the professional challenges facing the marketer in the industry. It is written for these professionals and also students of aviation and aerospace management.

Recenzje

'Wes Spreen has produced a "must read" for both practitioners and students of the global aerospace and defense marketplace. He begins by showing how aerospace is similar to other industrial sectors, yet distinctive because of its unique political, military, economic, and symbolic importance to nation states. He then methodically works his way through how these differences require those trying to sell products and services in this arena to modify traditional marketing practices if they are to be successful. Spanning both commercial and military aircraft and the entire gamut of defense equipment, Spreen comprehensively covers everything one needs to know - from product cycles to pricing to contracting mechanisms - to compete and win. Blending analysis with interesting, real world vignettes to hammer home his points, he covers every nook and cranny of this arcane world in a straightforward and readable fashion.' Robert H. Trice, Sr. Vice President, Corporate Business Development, Lockheed Martin Corporation 'Mr Spreen's research provides us with a comprehensive examination of how the aerospace industry operates, and he gives us an insider's view into the practices of the players in today's aerospace industry.' Aerlines, e-zine edition 41

Spis treści

Contents: Introduction. Part 1 The Aerospace Market and its Basic Elements: The aerospace market: supply, demand, and segmentation; The product; Pricing in the aerospace industry. Part 2 Marketing Tools, Techniques, and Resources: Overseas agents and sales consultants; Financing and leasing; Industrial offsets; Government relations; Brand management and advertising; Air shows; Operations analysis; International cooperation, joint ventures, and teaming; Working with the customer. Part 3 Managing the Marketing and Sales Process: Managing the marketing and sales process; Protecting sales victories; The commercial contracting process. Part 4 The Governmental and Administrative Framework: The broader administrative and regulatory context of aerospace marketing; What lies ahead in the aerospace marketplace; Index.

O autorze

Wesley E. Spreen is Director of International Marketing and Sales for Boeing Helicopters. Dr Spreen's organization is responsible for marketing Boeing civil and military helicopters in Asia and the Pacific Rim. He has held the position since 1994.