A Behind-the-Scenes Look at Product Strategy, Sales Campaigns, and Storytelling
in Commercial Aviation
Marketing or buying airliners isn’t just about specs, charts and price tags: it’s about stories, trust, timing, and understanding the complex human, strategic and organizational dance behind every aircraft sale. In From Pitch to Purchase, Patrick Baudis opens the curtain on one of the most fascinating and misunderstood roles in the aviation world. With three decades of experience on the front lines – supporting dozens of airlines, shaping major sales campaigns, and building brand value for new aircraft programs – he shares the untold truths, hard lessons, and surprising insights behind the scenes of commercial aircraft marketing and buying.
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From fleet planning psychology to internal dynamics, from shaping arguments to navigating egos, this book dives deep into what really moves decisions in the boardroom. Whether you're an airline executive, OEM strategist, aviation enthusiast or aspiring marketer, this is the essential guide to understanding how aircraft should be sold or purchased – and how great marketing can tilt the sky in your favor.
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Colin Bole
Senior Vice President - Head of Customers
Airbus Americas
Patrick has always been more than a marketer, he’s a marketing magician. He knows how to turn a spec sheet into a compelling story, an aircraft into a vision, and a sales campaign into a strategy masterclass. He is extremely passionate and thorough about the art and science of aircraft marketing, itself one of the most complex and strategic forms of product marketing out there. This book captures his craft like no one else could.