Marketing in the International Aerospace Industry
Ashgate Publishing, April 2007, Pages: 308
The aerospace industry has a unique business culture and business practices. It is also subject to unique regulatory requirements and financing conventions. Aerospace products are unlike anything else. Pricing arrangements are arcane, and large-scale cooperative alliances among industry players are commonplace. The market is dichotomized into parts, civil and military, of approximately equal value, and is further divided into dozens of major product segments.
The complexity of the aerospace market is commensurate with its size. It is a leading exporter among industrialized nations, employing millions of highly-skilled workers and serving as a technology incubator, while developing nations target the aerospace industry for development within their own economies.
Yet, in spite of the importance and uniqueness of the aerospace industry, there has been no serious comprehensive guidance about how the industrys markets function.
Marketing in the International Aerospace Industry provides that much-needed overview and best-practice guidance. It analyses the distinctive environment and practices of the aerospace industry, and provides specific, practical guidance for marketing professionals. The content is presented in clearly-defined chapters that relate directly to the professional challenges facing the marketer in the industry. It is written for these professionals and also students of aviation and aerospace management.
The book has a fundamentally international optic of the aerospace industry. It consistently examines universal management issues from the point of view of the aerospace industries in the United States, the UK, France, Germany, and Japan, comparing and contrasting national practices in these countries and elsewhere.
About the Author/Editor
Wesley E. Spreen is Director of International Marketing and Sales for Boeing Helicopters. Dr Spreens organization is responsible for marketing Boeing civil and military helicopters in Asia and the Pacific Rim. He has held the position since 1994.
List of Figures vii
List of Tables x
Introduction
PART 1: THE AEROSPACE MARKET AND ITS BASIC ELEMENTS
1 The Aerospace Market: Supply, Demand, and Segmentation
2 The Product
3 Pricing in the Aerospace Industry
PART 2: MARKETING TOOLS, TECHNIQUES, AND RESOURCES
4 Overseas Agents and Sales Consultants
5 Financing and Leasing
6 Industrial Offsets
7 Government Relations
8 Brand Management and Advertising
9 Air Shows
10 Operations Analysis
11 International Cooperation, Joint Ventures, and Teaming
12 Working with the Customer
PART 3: MANAGING THE MARKETING AND SALES PROCESS
13 Managing the Marketing and Sales Process
14 Protecting Sales Victories
15 The Commercial Contracting Process
PART 4: THE GOVERNMENTAL AND ADMINISTRATIVE FRAMEWORK
16 The Broader Administrative and Regulatory Context of Aerospace
Marketing
17 What Lies Ahead in the Aerospace Marketplace?
Index
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