Aerospace Marketing Management: Manufacturers · OEM · Airlines · Airports · Satellites · Launchers

Philippe Malaval · Christophe Bénaroya

Des. 2012 · Springer Science & Business Media

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This book contains 45 case studies of aeronautics and space companies including: Aeromexico, Airbus, Airbus Military Company, Air France, AirNewco.com, American Airlines, Aviation Week & Space Technology, Boeing, Bombardier, CFM International, Dassault, EADS, easyJet, Eurocopter, Eurofighter, Executive Jet, Falcon, Latécoère, Lufthansa Technik, MedJet, MyAircraft.com, Paris Air Show, Qualiflyer, Rolls Royce, Servair, Sea Launch, Sicma AeroSeat, Singapore Airlines, SkyTeam, Snecma, Spot Image, Star Alliance, Starsem, Swissair, Thai Airways, Turbomeca, Virgin Atlantic, Weber Aircraft, Zodiac. The deregulation of the airlines that began in the United States in the 1980's has gradually spread to different countries. The resulting drop in prices stimulated development in aeronautics production, thereby increasing competitiveness. Today, the concentration of companies in the sector, the appearance of new information technologies, and market globalization have speeded up the transition from "product orientation" to "customer orientation".
Aerospace Marketing Management is a marketing manual devoted to:

-the aeronautics sector: parts suppliers, aircraft manufacturers, and airlines,
-the space sector: suppliers, integrators, and service providers.

It presents the essentials of marketing from basic concepts such as segmentation, positioning and the marketing plan, to the product policy, pricing, distribution and communication. This book also includes specific chapters on project marketing, brand policy, gaining loyalty through maintenance and training, compensation, and alliance strategies. The different chapters show the new changes due to Internet:

-e-procurement for the purchase strategy,
-interactive communication with websites,
-e-ticketing for the airlines to reach final consumers.

Its originality lies in looking at marketing in the context of the aeronautics and space industries. Both main types of marketing are analyzed, business to business and consumer marketing. Upstream in the sector, relationships between parts suppliers and manufacturers are characterized by business to business and project marketing. Downstream, the airlines use business to business marketing for their professional customers and consumer service marketing for individual customers. In general, the satellite sector is limited to industrial marketing except for the final sale of subscriptions to TV channel packages or weather information.
This book is richly illustrated with concrete examples and mini-case studies on aeronautics and space companies all over the world. Highly readable and lively, the book clearly sets out theoretical marketing concepts in the particular sector chosen. At the same time, it explains company strategies, in particular regarding project development, from market studies to sales launch.
This book was written for students from both Engineering and Business Schools, as well as people already working in the industry or in related training courses.