A study of changed conditions affecting prime contractors in the aerospace industry for the period 1945 to 1965 to obtain an objective foundation for developing improved marketing programs

Includes bibliographical references (page 220)Since the late 1930's and the weapons buildup for World War II, a number of large corporations have become the mainstay of the defense industry. Many of these giant firms have become prime contractors to the U. S. Government through their capabilities in the design and manufacture of all types of aircraft, missiles, spacecraft, and related support equipment. The history contains significant changes in conditions over the past twenty years. A basic contention of the study is that no other domestic industry of comparable size and scope has experienced such substantial change in such a relatively short time span. Because of this unique history, contractors in the aerospace industry have become aware of the need for vigorous application of the marketing concept and a wholesale overhaul of outdated marketing programs. In essence, the problem consists of significant and rapid change within an industry and the resultant reaction of the corporations involved. The intent of the study is to analyze the history to determine ramifications that may prove helpful in strengthening current marketing programs and developing effective future plans. It should be recognized that a study of this nature deals with marketing practices and techniques -- a very proprietary subject to individual firms. Because of this, the literature is noticeably lacking on details of particularized marketing programs. Additionally, aerospace firms are politely but firmly unwilling to disclose their marketing ideas. Nonetheless, sufficient information is available to apply basic marketing principles to aerospace practices. To properly make this application, however, it is essential that the student have a firsthand observation of or a direct source to the actual activities of defense industry marketing. Without this, a study of this nature would be too academic. It is respectfully: submitted that this study successfully overcomes this problem and provides a realistic treatment of the subject