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Marketing in the Aeronautics and Space Industry Read chapter Read first chapter

2002 | OriginalPaper | Chapter

Project Marketing

Authors : Philippe Malaval, Christophe Bénaroya

Published in: Aerospace Marketing Management

Publisher: Springer US

Included in: Professional Book Archive

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The design, manufacture and sale of complex equipment such as an aircraft, an airport site, or a satellite launcher require a specific marketing approach. Thanks to the work of Bernard Cova and Robert Salle as well as the Industrial Marketing and Purchasing Group (IMP), the project marketing approach has been defined (Cova and Salle, 1999).

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Metadata
Title
Project Marketing
Authors
Philippe Malaval
Christophe Bénaroya
Copyright Year
2002
Publisher
Springer US
Book
Aerospace Marketing Management

Print ISBN: 978-1-4613-5377-5

Electronic ISBN: 978-1-4615-1065-9

Copyright Year: 2002

DOI
https://doi.org/10.1007/978-1-4615-1065-9_10