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Aerospace Marketing Management
This book presents an overall picture of both B2B and B2C marketing strategies, concepts and tools, in the aeronautics sector. This is a significant update to an earlier book successfully published in the nineties which was released in Europe, China, and the USA. It addresses the most recent trends such as Social Marketing and the internet, Customer Orientation, Project Marketing and Con current Engineering, Coopetition, and Extended Enterprise. Aerospace Marketing Management is the first marketing handbook richly illustrated with executive and expert inputs as well as examples from parts suppliers, aircraft builders, airlines, helicopter manufacturers, aeronautics service providers, airports, defence and military companies, and industrial integrators (tier-1, tier-2). This book is designed as a ready reference for professionals and graduates from both Engineering and Business Schools.
Marketing Business to Business
Cet ouvrage de référence, illustré de nombreux exemples et cas, fait un panorama complet de tous les types de marketing B-to-B. Cette 5e édition, très orientée web et réseaux sociaux, propose un chapitre dédié à la e-communication.
B2B Brand Management
This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
Strategy and Management of Industrial Brands
On a practical level, this book aims to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands? It also defines and expands on two objectives to be added to the traditional functions of branding.
Methods and Tools for Completing Doctor of Business Administration (DBA) Theses
This book offers complete and operational methodology guidelines for the entire process of the Doctor of Business Administration (DBA) thesis. It provides insights into theory and practice, both indispensable for the successful completion of the research project. The volume draws on the contributions of major reference works, and offers simplified, clear and applicable standards for DBA participants and supervisors. It illustrates a living experience, because completing a thesis is a human adventure. “Non-classic” students starting a doctoral project are facing an utterly new world with codes and methods they do not recognise. As such, this book brings together many testimonies from DBA scholars, which will help readers to find new formulations and valuable solutions in their own work.
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Glamour
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Ingredient Branding
An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.
