Marketing in the International Aerospace IndustryThe 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 industry's 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. |
Contents
List of Figures | 1 |
1 | 8 |
Breakdown of the military aircraft market by aircraft types | 15 |
Copyright | |
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aerospace companies aerospace industry aerospace manufacturers aerospace marketing agencies agreement air shows Airbus Airbus A380 Airbus Industrie airline airworthiness analysis approval arrangements Asian Aerospace authority aviation BAE Systems Boeing brand business unit buyer cent civil aircraft commercial commitments communications competition competitors costs customer country customer's defense delivery Dupuy de Lome ECGD Embraer engineering equipment European evaluation example export credit export credit agency firms flight formal guarantees helicopter Iberia identify important investment involved lease Lockheed Lockheed Martin maintenance major manufacturing marketing campaign milestone review military aircraft million negotiations offer officials offset program operating organization Paris Air Show participation parties payments performance phase prime contractor program management proposal purchase relationship marketing relationships representatives requirements responsibility schedules securitization selection decision seller selling specific standards strategy subcontractors suppliers technical transactions US-Taiwan Business Council