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Author: Scott Ambrose Publisher: Routledge ISBN: 0429614160 Category : Transportation Languages : en Pages : 256
Book Description
Applying fundamentals of marketing to commercial passenger air transportation, this textbook puts the emphasis on marketing principles and illustrative ways in which airlines can distinguish themselves within the highly competitive global marketplace. Fundamentals of Airline Marketing begins with a survey of current airline business strategies and the macro forces that have shaped the airline industry in the past and will continue to do so in the future. The growing importance of technology is discussed both from the perspective of better understanding customer needs and engaging more effectively with them. The central role of the "customer" is explored through the lens of modern segmentation and branding approaches. Coverage then shifts to the tactical decision areas consisting of the 4Ps—product, place, promotion, and price—in which marketers shape and execute their strategies. The book concludes with a focus on executing marketing initiatives internally through customer-facing employee groups and externally through the measurement and management of the customer experience. Fundamentals of Airline Marketing: • is an accessible textbook on the fundamentals of marketing for commercial passenger air transportation; • chronicles the marketing innovations and controversies that have been central to the historic shift in airline fortunes; • demonstrates how airline decisions fit within the fundamentals of marketing and how the marketplace is continuing to evolve; • provides a bridge between key marketing principles and their specific application to the airline industry in each chapter. This textbook is written primarily for undergraduate college students enrolled in aviation business administration programs and related courses. It will also serve as an accessible primer on airline marketing for industry professionals not presently working in marketing and for frontline airline employees seeking to learn more about marketing.
Author: Scott Ambrose Publisher: Routledge ISBN: 0429614160 Category : Transportation Languages : en Pages : 256
Book Description
Applying fundamentals of marketing to commercial passenger air transportation, this textbook puts the emphasis on marketing principles and illustrative ways in which airlines can distinguish themselves within the highly competitive global marketplace. Fundamentals of Airline Marketing begins with a survey of current airline business strategies and the macro forces that have shaped the airline industry in the past and will continue to do so in the future. The growing importance of technology is discussed both from the perspective of better understanding customer needs and engaging more effectively with them. The central role of the "customer" is explored through the lens of modern segmentation and branding approaches. Coverage then shifts to the tactical decision areas consisting of the 4Ps—product, place, promotion, and price—in which marketers shape and execute their strategies. The book concludes with a focus on executing marketing initiatives internally through customer-facing employee groups and externally through the measurement and management of the customer experience. Fundamentals of Airline Marketing: • is an accessible textbook on the fundamentals of marketing for commercial passenger air transportation; • chronicles the marketing innovations and controversies that have been central to the historic shift in airline fortunes; • demonstrates how airline decisions fit within the fundamentals of marketing and how the marketplace is continuing to evolve; • provides a bridge between key marketing principles and their specific application to the airline industry in each chapter. This textbook is written primarily for undergraduate college students enrolled in aviation business administration programs and related courses. It will also serve as an accessible primer on airline marketing for industry professionals not presently working in marketing and for frontline airline employees seeking to learn more about marketing.
Author: Stephen Shaw Publisher: Taylor & Francis ISBN: 1000109658 Category : Business & Economics Languages : en Pages : 379
Book Description
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.
Author: Stephen Shaw Publisher: Routledge ISBN: 1000152693 Category : Business & Economics Languages : en Pages : 349
Book Description
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.
Author: Rigas Doganis Publisher: Routledge ISBN: 1315402963 Category : Business & Economics Languages : en Pages : 470
Book Description
Aviation is one of the most widely talked about industries in the global economy and yet airlines continue to present an enigma. Between 2010 and 2018 the global airline industry experienced its longest period of sustained profitability; however, huge global profits hid a darker side. Many airlines made inadequate profits or serious losses while others collapsed entirely. This fifth edition of Flying Off Course explains why. Written by leading industry expert, Rigas Doganis, this book is an indispensable guide to the inner workings of this exciting industry. Providing a complete, practical introduction to the fundamentals of airline economics and marketing, it explores the structure of the market, the nature of airline costs, issues around pricing and demand, and the latest developments in e-commerce. Vibrant examples are drawn from passenger, charter and freight airlines to provide a dynamic view of the entire industry. This completely updated edition also explores the sweeping changes that have affected airlines in recent years. It includes much new material on airline alliances, long-haul low-cost airlines, new pricing policies and ancillary revenues in order to present a compelling account of the current state of the airline industry. Offering a practical approach and peppered with real examples, this book will be valuable to anyone new to the airline industry as well as those wishing to gain a wider insight into its operations and economics. For undergraduate or postgraduate students in transport studies, tourism and business the book provides a unique insider's view into the workings of this exciting industry.
Author: Gert Meijer Publisher: Routledge ISBN: 1000163954 Category : Transportation Languages : en Pages : 294
Book Description
This book provides a general introduction into aviation operations, covering all the relevant elements of this field and the interrelations between them. Numerous books have been written about aviation, but most are written by and for specialists, and assume a profound understanding of the fundamentals. This textbook provides the basics for understanding these fundamentals. It explains how the commercial aviation sector is structured and how technological, economic and political forces define its development and the prosperity of its players. Aviation operations have become an important field of expertise. Airlines, airports and aviation suppliers, the players in aviation, need expertise on how aircraft can be profitably exploited by connecting airports with the aim of adding value to society. This book covers all relevant aspects of aviation operations, including contemporary challenges, like capacity constraints and sustainability. This textbook delivers a fundamental understanding of the commercial aviation sector at a level ideal for first-year university students and can be a tool for lecturers in developing an aviation operations curriculum. It may also be of interest to people already employed within aviation, often specialists, seeking an accurate overview of all relevant fields of operations.
Author: Stephen Shaw Publisher: Ashgate Publishing, Ltd. ISBN: 9780754648208 Category : Transportation Languages : en Pages : 340
Book Description
Through five previous editions "Airline Marketing and Management" by Stephen Shaw has established itself as the preferred textbook for students of the principles of marketing and their application in today's airline industry; as well as a reliable reference work for those with a professional interest in the area. Carefully revised, the sixth edition of this internationally successful book includes new material on: the impact of the Trade Cycle and the current period of high oil prices on the demand for air travel; the effect of current trends towards regulatory reform and the relaxation of Ownership and Control rules on the structure of the international airline industry; the continuing strong impact of Low Cost Carriers, and the strategic options open to so-called 'Legacy' airlines as they respond to the challenges facing them; and, the setting up of new 'Business Class Only' airlines. Why are they appearing now, and what are their long-term chances of success? An initial review of the structure of the air transport market and the industry marketing environment is followed by detailed chapters examining airline business and marketing strategies, product design and management, pricing and revenue management, current and possible 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 the knowledge obtained regarding the significant strategic challenges facing aviation at the present time. 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.
Author: Davalsab M L Publisher: Independently Published ISBN: Category : Languages : en Pages : 0
Book Description
The airline industry is a vibrant and highly competitive sector, and it significantly depends on successful marketing tactics to draw in and keep customers. Airlines & Airport Industry are one of the most revenue-based sectors since they require substantial financial investment, which means that the company must engage heavily in marketing in order to offer a variety of travel destinations. We will look at how airlines provide services and interact with their consumers in these chapters.
Author: Dr John G. Wensveen Publisher: Ashgate Publishing, Ltd. ISBN: 1409486826 Category : Transportation Languages : en Pages : 604
Book Description
Now in its Seventh Edition, Air Transportation: A Management Perspective by John Wensveen is a proven textbook that offers a comprehensive introduction to the theory and practice of air transportation management.
Author: Scott Ambrose
Author: Scott Ambrose
Author: Stephen Shaw
Author: Stephen Shaw
Author: Rigas Doganis
Author: Gert Meijer
Author: Stephen Shaw
Author: Gail F. Butler
Author: Davalsab M L
Author: Stephen Shaw
Author: Dr John G. Wensveen