This book presents an overall picture of both business-to-business and business-toconsumer marketing in the aeronautics sector. It updates dramatically a first edition
successfully published in the noughties in Europe (France, Italy), in China, and in
the United States of America. Designed to be a practical handbook, it deals with all
of the basic marketing concepts and tools, both from an operational and a strategic
point of view.
Aerospace Marketing Management is the first marketing manual entirely
illustrated with examples taken from the aeronautical sector: parts suppliers, aircraft builders, airlines, helicopter manufacturers, aeronautics service providers,
airports, defense and military companies, and industrial integrators (tier-1, tier-2,
etc.), among others.
Organized so as to allow the reader to select those chapters that are most useful
to him or her, it does not require prior in-depth marketing knowledge. While it is not
exhaustive, particularly concerning the buying process or segmentation, it does
address the most recent marketing trends (social marketing and the use of the
Internet, one-to-one marketing, customer orientation, project marketing, etc.)
including the most recent industrial changes (concurrent engineering, coopetition,
extended enterprise, etc.). Accessible to a wide public, this book was written in
particular for executives working in the field as well as for students from engineering
and business schools.
The main marketing tools are discussed from purchase marketing, market
surveillance and surveys, quality management, and norms on the one hand to
trade shows, the trade press, direct marketing, public relations, lobbying, maintenance, customer training, and offsets on the other. There is also a chapter focusing
on branding strategy and brand management, in particular their role in facilitating
customer performance, as well as a chapter on the project marketing approach. Last
but not least, Chap. 15 presents the alliance strategies of the leading aeronautics
manufacturers, part suppliers, and airlines.
For their encouragement, trust, and the information they have graciously
provided, we would like to thank the companies mentioned in the book and in
particular:
Aerolia: Philippe Le Gregam, Mathieu Migliore
Aeromexico: Jose´ Diaz de la Rivera
Aeromorning: Nadia Didelot, Pierre Sparac