Description
By (author) Shaw, Stephen
Short /annotation:
Airline Marketing and Management examines the principles of marketing and demonstrates the ways in which these principles can be applied to today”s airline industry. It has been thoroughly updated and expanded for this seventh edition, to keep pace with changes affecting the industry. Written in a straightforward, easy-to-read style and combining u
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Through six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today”s airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry. It features new material on: *Changes in customer needs, particularly regarding more business travellers choosing – or being forced – to travel economy, and analysis of the bankruptcy of ”All Business Class” airlines. * An explanation of the US/EU ”Open Skies” agreement and analysis of its impact. *The increase in alliance activity and completion of several recent mergers, and the marketing advantages and disadvantages that have resulted. * Product adjustments that airlines must make to adapt to changes in the marketing environment, such as schedule re-adjustments and the reconfiguration of aircraft cabins. *Changes in pricing philosophies, with, for example, airlines moving to ”A La Carte” pricing, whereby baggage, catering and priority boarding are paid for as extras. *Airline websites and their role as both a selling and distributing tool. *The future of airline marketing. A review of the structure of the air transport market and the marketing environment is followed by detailed chapters examining business and marketing strategies, product design and management, pricing and revenue management, current and future distribution channels, and selling, advertising and promotional policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from knowledge obtained regarding the extraordinary strategic challenges now facing aviation. Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book”s reputation for providing the ideal introduction to the subject.
Table of contents:
The Fundamentals — What is Marketing? — Definition — The ‘MarketingMix’ — Stages in the Application of Marketing Principles to Airline Management — Benefits of a Marketing-Based Approach Successful Airlines … — The Market for Air Transport Services — What Business Are We In? — Transportation — Communication — Leisure — Logistics — Information — Selling Services — Who is the ‘Customer’? — Definitions — ‘Apparent’ and‘True’ Needs — Industrial Buying Behaviour — The ‘Customer ‘ in the Business Air Travel Market — The ‘Customer ‘ in the Business Air Travel Market — The ‘Customer ‘ in the Air Freight Market — Market Segmentation: Air Passenger Market — The Concept — Segmentation Variables in the Air Passenger Mark — Customer Requirements: Business Travel Market — The Business Travel Market: Demographics and Psychographics — The Leisure Segment of Demand — Segmentation of the Air Freight Market — Differences between the Air Passenger and Air Freight Markets — Segmentation Variables: Air Freight Market — Successful Airlines … — 3 The Marketing Environment — The Theoretical Basis: PESTE Analysis — PESTE Analysis: Political Factors — Terrorism Fears /Political Instability — Deregulation and ‘Open Skies’ — Marketing Policies for a Deregulated Environmen — Privatisation — ‘State Aid’ — Airport Slot Allocation — PESTE Analysis: Economic Factors — Economic Growth and the Trade Cycle — P
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