Space activities are currently in a transitional phase: the shift from publicly financed to private activities is a result of reduced public funding and increased commercial space opportunities. This leads to an increased commercial space marketing mix and marketing management.
A classical 4Ps' approach is proposed, covering the Product, Price, Physical distribution, and Promotion of space activities. Special emphasis is placed on technology transfer, spin-off, and intellectual property aspects, as well as on aspects of space economy, such as alternate financing schemes like PPP...