Abstract
Over the last decade the aeronautics industry has undergone an evolution which has fundamentally modified managerial practice within the sector. From being a product based industry, there has been a progressive move towards a market-driven one, representing a turning point in marketing for an industrial sector with many particularities.
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Notes
- 1.
Please refer to the following part for a discussion about the governmental roles.
- 2.
Please refer to the focus at the end of this chapter with the mind-blowing opinion of Dr. Jean Botti, Chief Technical Officer, EADS/Airbus Group, regarding the role of government in terms of innovation.
- 3.
See Chap. 15, Alliance Strategies.
- 4.
This General Agreement on Tariffs and Trade (GATT) agreement on trade in large civil aircraft was signed and took effect on July 17, 1992. Only one-third of the total development cost can since then be funded through reimbursable loans at rates at least equivalent to the cost of government borrowing plus 1 %. In addition, the indirect support can no more exceed of 3 % of the annual commercial turnover of the civil aircraft industry for large civil aircraft or of 4 % of the annual commercial turnover of any one company producing large civil aircraft, whatever applies (Altfeld 2010, p. 5).
- 5.
See Lawrence P. K., & Braddon, D. L. (1998). Strategic issues in European Aerospace. Ashgate.
- 6.
See official website www.faa.gov
- 7.
See official website www.dgac.fr
- 8.
See official website www.caa.co.uk
- 9.
See Chap. 3, Business Marketing Intelligence.
- 10.
See Chap. 4, Market Segmentation and Positioning.
- 11.
See Chap. 5, Marketing and Commercial Action Plan.
- 12.
See Chap. 4, Market Segmentation and Positioning.
- 13.
Bengtsson, A., & Servais, P. (2005). Co-branding on industrial markets. Industrial Marketing Management, 34(7), 706–713.
- 14.
See Chap. 7, Marketing of Services.
- 15.
See Chap. 10, Project Marketing.
- 16.
See Chap. 3, Business Marketing Intelligence.
- 17.
See Chap. 9, Selecting Distribution Channels and Sales Team Management.
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Malaval, P., Bénaroya, C., Aflalo, J. (2014). Marketing in the Aeronautics Industry. In: Aerospace Marketing Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-01354-1_1
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