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Aerospace Marketing Management A Handbook for the Entire Value Chain /

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...

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Hlavní autoři: Malaval, Philippe. (Autor, http://id.loc.gov/vocabulary/relators/aut), Bénaroya, Christophe. (http://id.loc.gov/vocabulary/relators/aut), Aflalo, Jonathan. (http://id.loc.gov/vocabulary/relators/aut)
Korporativní autor: SpringerLink (Online service)
Médium: Elektronický zdroj E-kniha
Jazyk:English
Vydáno: Cham : Springer International Publishing : Imprint: Springer, 2014.
Vydání:1st ed. 2014.
Edice:Management for Professionals,
Témata:
Marketing.
Aerospace engineering.
Astronautics.
Production management.
Transportation.
Project management.
Aerospace Technology and Astronautics.
Operations Management.
Project Management.
On-line přístup:https://doi.org/10.1007/978-3-319-01354-1
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Obsah:
  • 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.

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