Airline Marketing and Management

Business & Finance, Management & Leadership, Planning & Forecasting
Cover of the book Airline Marketing and Management by Stephen Shaw, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Stephen Shaw ISBN: 9781317183037
Publisher: Taylor and Francis Publication: March 23, 2016
Imprint: Routledge Language: English
Author: Stephen Shaw
ISBN: 9781317183037
Publisher: Taylor and Francis
Publication: March 23, 2016
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book The Politics Of Budget Control by Stephen Shaw
Cover of the book Supporting Numeracy by Stephen Shaw
Cover of the book Pluriverse (Routledge Revivals) by Stephen Shaw
Cover of the book Danish: A Comprehensive Grammar by Stephen Shaw
Cover of the book The Long War - Insurgency, Counterinsurgency and Collapsing States by Stephen Shaw
Cover of the book Psychology and the Study of Education by Stephen Shaw
Cover of the book Intermediality by Stephen Shaw
Cover of the book Editing Music in Early Modern Germany by Stephen Shaw
Cover of the book Paradoxes of Cultural Recognition by Stephen Shaw
Cover of the book Iraq’s Sunni Insurgency by Stephen Shaw
Cover of the book Geology & Mineralogy, Considered with Reference to Natural Theology, Volume II, 1836 by Stephen Shaw
Cover of the book The Sciences of Learning and Instructional Design by Stephen Shaw
Cover of the book More Than A Movie by Stephen Shaw
Cover of the book Quality in Higher Education by Stephen Shaw
Cover of the book Essentials of Sensation and Perception by Stephen Shaw
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy