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.
|Produto sob encomenda||Sim|
|Marca||SPRINGER VERLAG POD|
|Ano da edição||2001|
|Número de Páginas||356|