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Marketing-Management in der Groflugzeugindustrie
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Das Investitionsgtermarketing findet in der Fachliteratur trotz offensichtlicher Besonderheiten weniger Aufmerksamkeit als das Konsumgtermarketing. Markus Wilken untersucht die klar abgegrenzte Branche der Groflugzeugindustrie, in der zwei global aktive Anbieterorganisationen, die Boeing Commercial Airplane Group und die Airbus Industrie, miteinander konkurrieren. Im Rahmen einer Marketingkonzeption analysiert der Autor das Marketing-Management fr die Investitionsgter Passagier- und Frachtflugzeug. Er zeigt auf, welche Preis-, Konditionen- und Kontrahierungspolitik und welche kommunikationspolitischen Manahmen Wettbewerbsvorteile schaffen knnen.
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