Space Marketing: A European PerspectiveSpace 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. |
Contents
The Space Market | 1 |
Use of a Space Nonprofit Marketing Mix | 45 |
xi | 63 |
Copyright | |
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advertising applications approach areas Ariane Arianespace aspects astronauts basic British Interplanetary Society budget commercial commercialisation communication companies competition concept considerable context contract contractor cost cultural Cycle distribution early Earth economic effect elements environment estimated Europe European Space example factor figure financing flight funding global implemented important industry initial Innovation interest International Space Station Internet investment Kotler launch launcher Marketing Mix messages MEURO Microgravity million mission module NASA nonprofit marketing nonprofit organisations nonprofit sector Noordwijk operations orbit parameters Payload phase philosophical potential present problems programme promotion public space Risk Management rocket RSC Energia Russian satellites Shuttle space activities Space Agency space exploration space market space projects space sector Space Tourism SPACEHAB specific spin-off step strategy summarised technical techniques users USOC Utilisation whereby