Aerospace Marketing Management

The deregulation of the airlines that began in the United States in the 1980s has gradually spread to different countries. The resulting drop in prices stimulated development in aeronautics production. thereby increasing competitiveness. 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". This is a marketing manual devoted to the aeronautics and space sectors. 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. The book also includes specific chapters on project marketing, brand policy, gaining loyalty through maintenance and training, compensation, and alliance strategies, as well as 45 case studies of aeronautics and space companies.