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 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.
Table of Contents
Contents: Introduction. Part 1 The Aerospace Market and its Basic Elements: The aerospace market: supply, demand, and segmentation; The product; Pricing in the aerospace industry. Part 2 Marketing Tools, Techniques, and Resources: Overseas agents and sales consultants; Financing and leasing; Industrial offsets; Government relations; Brand management and advertising; Air shows; Operations analysis; International cooperation, joint ventures, and teaming; Working with the customer. Part 3 Managing the Marketing and Sales Process: Managing the marketing and sales process; Protecting sales victories; The commercial contracting process. Part 4 The Governmental and Administrative Framework: The broader administrative and regulatory context of aerospace marketing; What lies ahead in the aerospace marketplace; Index.
'Wes Spreen has produced a "must read" for both practitioners and students of the global aerospace and defense marketplace. He begins by showing how aerospace is similar to other industrial sectors, yet distinctive because of its unique political, military, economic, and symbolic importance to nation states. He then methodically works his way through how these differences require those trying to sell products and services in this arena to modify traditional marketing practices if they are to be successful. Spanning both commercial and military aircraft and the entire gamut of defense equipment, Spreen comprehensively covers everything one needs to know - from product cycles to pricing to contracting mechanisms - to compete and win. Blending analysis with interesting, real world vignettes to hammer home his points, he covers every nook and cranny of this arcane world in a straightforward and readable fashion.' Robert H. Trice, Sr. Vice President, Corporate Business Development, Lockheed Martin Corporation 'Mr Spreen's research provides us with a comprehensive examination of how the aerospace industry operates, and he gives us an insider's view into the practices of the players in today's aerospace industry.' Aerlines, e-zine edition 41