Online Journal of Space Communication
This course is a foundation course in marketing intangible communication services. It presents the value concept and the importance of understanding customer (industrial, regulatory, and individual) needs and provides a foundation in the process of designing and providing the basic components customers want and need. The course demonstrates various strategies and tactics business and governmental partnerships may employ to obtain and preserve market share. It demonstrates the importance of process metrics and the manner in which they are used to measure various customers' levels of satisfaction and brand loyalty as well as company financial performance. Examples and vignettes from companies ranging from NASA to Sea Launch are used for discussion and analysis.
Butler, Daniel D.
"Video Course 5: Foundations in Space Marketing: Lecture 2: Market Segmentation,"
Online Journal of Space Communication: Vol. 5:
11, Article 17.
Available at: https://ohioopen.library.ohio.edu/spacejournal/vol5/iss11/17