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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| Principais autores: | , , |
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| Autor Corporativo: | |
| Formato: | Recurso Eletrônico livro eletrônico |
| Idioma: | English |
| Publicado em: |
Cham :
Springer International Publishing : Imprint: Springer,
2014.
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| Edição: | 1st ed. 2014. |
| coleção: | Management for Professionals,
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| Assuntos: | |
| Acesso em linha: | https://doi.org/10.1007/978-3-319-01354-1 |
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Sumário:
- 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.