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Space Marketing by W. Peeters
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Space Marketing

A European Perspective
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Description

Space activities are currently in a transitional phase: the shift from publicly financed to private activities is a result of reduced public funding and increased commercial space opportunities. This leads to an increased commercial space marketing mix and marketing management. A classical `4Ps' approach is proposed, covering the Product, Price, Physical distribution, and Promotion of space activities. Special emphasis is placed on technology transfer, spin-off, and intellectual property aspects, as well as on aspects of space economy, such as alternate financing schemes like PPP (Public-Private Partnership) and sponsoring. However, space activists require broad public support and the exploratory aspect of space activities, the `Space Frontier' dimensions should not be ignored. For this reason, the philosophical dimension as an integral part of the marketing mix is elaborated in detail. The approach is illustrated with two case studies: commercialisation of the International Space Station (ISS) and the emerging Space Tourism market.
Release date Australia
November 30th, 2001
Author
Audience
  • General (US: Trade)
Illustrations
356 p.
Pages
356
Dimensions
155x235x18
ISBN-13
9781402003752
Product ID
2052713

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