state-of-the-art products in the world, how you represent marketing yourself has to be done with state-of-the-art marketing techniques. " The new strategy present Boeing as not just a manufacturer, but a "life cycle partner," providing its customers with business solutions through the full lifespan of its products. "Trade shows are now more about creating an immersion than a spectacle. Media is designed to bring the brand to life. Press events strive to stamp an indelible message "52 Prospective clients are now invited to Boeing s Customer Experience Center, facility that allows an interactive a 30,000-square-foot experience in which Boeing's sales force can address the needs, concerns, and challenges of its customers. "The discussions that might never have studio is facilitating taken place between Boeing and its clients The effort taken to improve its marketing and sales approach will hopefully prove to benefit Boeing as it strives to overcome the challenges that lay ahead.