Sometimes the marketing battle is won just by getting customers up close with your product, whether that means a tasting in the grocery aisle, a hands-on software demo, or a test drive. But how do you get the customer in the driver's seat? Aerospan.com, an e-marketplace for the air transport industry, found a solution as part of Aviation Week's MRO 2001 [Maintenance Repair and Overhaul] Conference and Exposition in Dallas. The solution was particularly inventive because while it taught ...

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