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Airline Marketing and Management de Stephen Shaw

Airline Marketing and Management

Autor Stephen Shaw
en Limba Engleză Paperback – 7 iul 2011
Suitable for students of marketing and its application to airline industry, and for those with a professional interest in the area, this book examines an exceptionally turbulent period for the industry. It features material on changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy.
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Specificații

ISBN-13: 9781409401490
ISBN-10: 1409401499
Pagini: 384
Ilustrații: Includes 4 b&w illustrations
Dimensiuni: 156 x 234 x 30 mm
Greutate: 0.54 kg
Ediția:Nouă
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Cuprins

Introduction; The fundamentals; The market for air transport services; The marketing environment; Airline business and marketing strategies; Product analysis in airline marleting; Pricing and revenue management; Distributing the product; Brands management in airline marketing; Relationship marketing; Airline selling, advertising and promotional policies; The future of airline marketing; Glossary of aviation terms; Glossary of marketing terms; Index.

Notă biografică

Stephen Shaw is Managing Director of SSA Ltd, UK, a firm specialising in providing courses in marketing and economics to airlines and aerospace firms, located at Chinnor, Oxford, England.

Recenzii

'Overall, with the textual changes made and topics added, Shaw has ensured the latest edition of his book remains one of the leading textbooks on airline management and product planning.' Aerlines, e-zine issue 53

Descriere

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.