摘要：As modern aircraft manufacturing becomes increasingly competitive and complex, there is an ever-expanding need for effective marketing. Never before has it been more vital for aircraft manufacturers’ sales departments to transmit sales messages that inform, persuade, entertain, motivate and inspire. The question is: “What makes the aircraft sales campaign successful and how aircraft manufacturer can succeed against competitors?” Are there any differences between “big” and “small” players on the market? This paper offers number of insights on how aircraft manufacturers do their daily aircraft sales and marketing process. It points out major differences in how it is exercised by large and small aircraft manufacturers. The paper also suggests that if aircraft manufacturer is to be successful today, it must become competitor-oriented rather than customer-oriented. It must look for weak points in the positions of its competitors and then launch marketing warfare against those weak points.
