Airline Marketing and Management / Edition 6

Airline Marketing and Management / Edition 6

by Stephen Shaw
     
 

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ISBN-10: 0754648206

ISBN-13: 9780754648208

Pub. Date: 05/30/2007

Publisher: Ashgate Publishing, Limited

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

Overview

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.

Product Details

ISBN-13:
9780754648208
Publisher:
Ashgate Publishing, Limited
Publication date:
05/30/2007
Edition description:
REV
Pages:
336
Product dimensions:
6.10(w) x 9.00(h) x 0.80(d)

Table of Contents

Introductionxii
1The Fundamentals1
1:1What is Marketing?1
1:1:1Definition1
1:1:2The "Marketing Mix"2
1:1:3Stages in the Application of Marketing Principles to Airline Management3
Successful Airlines5
2The Market for Air Transport Services6
2:1What Business are we in?6
2:2Who is the "Customer"?8
2:2:1Definitions8
2:2:2"Apparent" and "True" Needs10
2:2:3Industrial Buying Behaviour12
2:2:4The "Customer" in the Business Air Travel Market15
2:2:5The "Customer" in the Leisure Air Travel Market18
2:2:6The "Customer" in the Air Freight Market20
2:3Market Segmentation--Air Passenger Market22
2:3:1The Concept22
2:3:2Segmentation Variables in the Air Passenger Market23
2:3:3Customer Requirements--Business Travel Market26
2:3:4The Business Travel Market--Demographics and Psychographics34
2:3:5The Leisure Segment of Demand36
2:4Segmentation of the Air Freight Market39
2:4:1Differences between the Air Passenger and Air Freight Markets40
2:4:2Segmentation Variables--Air Freight Market41
Successful Airlines47
3The Marketing Environment49
3:1The Theoretical Basis--PESTE Analysis49
3:2PESTE Analysis--Political Factors50
3:2:1Terrorism Fears/Political Instability50
3:2:2Deregulation and "Open Skies"51
3:2:3Marketing Policies for a Deregulated Environment55
3:2:4Privatisation57
3:2:5"State Aid"59
3:2:6Airport Slot Allocation60
3:3PESTE Analysis - Economic Factors64
3:3:1Economic Growth and the Trade Cycle64
3:4PESTE Analysis--Social Factors65
3:4:1The Ageing Population65
3:4:2Changing Family Structures66
3:4:3Changing Tastes and Fashions in Holidays66
3:4:4The Uncertain, Deregulated Labour Market67
3:4:5The Female Business Traveller68
3:5PESTE Analysis--Technological Factors69
3:5:1Video-conferencing69
3:5:2The Internet70
3:5:3Surface Transport Investment70
3:6PESTE Analysis--Environmental Factors71
3:6:1Global Warming72
3:6:2Shortages of Infrastructure Capacity72
3:6:3"Tourism Saturation"72
Successful Airlines73
4Airline Business and Marketing Strategies74
4:1Porter's "Five Forces" and their Application to the Airline Industry74
4:1:1Rivalry amongst Existing Firms74
4:1:2Substitution75
4:1:3New Entry76
4:1:4Power of Customers78
4:1:5Power of Suppliers81
4:1:6"Disintermediation"83
4:2Strategic Families84
4:2:1Cost Leadership, Differentiation and Focus--The Principles84
4:2:2Cost Leadership in the Airline Industry: Background88
4:2:3Fundamentals of the Business Model89
4:2:4Cost Leader Airlines: Current Issues97
4:2:5Cost Leader Airlines: The Future99
4:2:6"Differentiation" in the Airline Industry102
4:2:7Airline Alliances107
4:3"Differentiation" Airlines--The Future113
4:3:1The Concept of the "Legacy Airline"113
4:3:2"Legacy Airlines"--Strategic Options118
4:4"Focus" Strategies125
4:4:1Types of Focussing in the Airline Industry125
4:4:2"Value Added" Focussing125
4:4:3"Low Cost" Focussing128
4:4:4"Lost-in-the-Middle"129
4:5Airline Business and Marketing Strategies--Common Mistakes130
4:5:1Objectives130
4:5:2Diversification vs Specialisation132
4:5:3Pace of Expansion133
4:5:4Competitive Response133
4:5:5"Control"134
4:5:6Over-optimism/Fall Back Position135
Successful Airlines135
5Product Analysis in Airline Marketing136
5:1What is the "Product"?136
5:2The Theory of Product Analysis and its Application to the Airline Industry136
5:2:1The Product Life Cycle136
5:2:2Product Life Cycles in the Aviation Industry141
5:2:3Managing a Product Portfolio--the "Boston Box"144
5:2:4Balancing Risk and Opportunity--the Ansoff Matrix149
5:3Fleet and Schedules-Related Product Features151
5:3:1Cabin Configuration and Classes of Service151
5:3:2Network, Frequencies and Timings154
5:3:3Punctuality158
5:4Customer Service-Related Product Features160
5:4:1Point-of-Sale Service160
5:4:2Reservations and Overbooking161
5:4:3Airport Service164
5:4:4In-Flight Service165
5:5Controlling Product Quality166
5:6The Air Freight Product168
5:6:1Air Freight Capacity168
Successful Airlines172
6Pricing and Revenue Management174
6:1Building Blocks in Airline Pricing Policy174
6:1:1Pricing--A Part of the Marketing Mix174
6:1:2Deregulation174
6:1:3Dissemination of Fares Information175
6:1:4Revenue Management Systems176
6:2"Uniform" and "Differential" Pricing177
6:2:1The Principles177
6:2:2Management of Discount Fares182
6:2:3Pricing Response and Pricing Initiatives185
6:3The Structure of Air Freight Pricing189
Successful Airlines192
7Distributing the Product194
7:1Distribution Channel Strategies194
7:1:1Types of Distribution Channel194
7:1:2The Concept of "Super Profits"196
7:2The Travel Agency Distribution System198
7:2:1Advantages and Disadvantages198
7:2:2Today's Distribution Channels201
7:2:3The Future of Distribution203
7:3Global Distribution Systems (GDSs)204
7:3:1History and Background204
7:3:2Current Issues207
7:4Distribution Channels in the Air Freight Market210
Successful Airlines212
8Brands Management in Airline Marketing213
8:1"Brands" and "Commodities"213
8:1:1What is a "Brand"?213
8:1:2Why Brands?216
8:2Brand-Building in the Airline Industry218
8:2:1Foundations for Brand-Building218
8:2:2Positioning Brands219
8:2:3The Brand-Building Process222
8:3Brand Strategies223
Successful Airlines227
9Relationship Marketing228
9:1Fundamentals of Relationship Marketing228
9:1:1Some Definitions228
9:1:2Building Advocate Relationships229
9:2Components of a Relationship Marketing Strategy231
9:2:1The Management of Quality232
9:2:2Customer Relations232
9:2:3Marketing Communication234
9:2:4Loyalty Schemes235
9:3Frequent Flyer Programmes235
9:3:1History and Current Status235
9:3:2FFPs--Programme Member Requirements236
9:3:3FFPs--Airline Requirements237
9:3:4The Future239
Successful Airlines242
10Airline Selling, Advertising and Promotional Policies243
10:1The Anatomy of a Sale243
10:1:1The AIDA Model and the SPIN Cycle243
10:2Sales Planning245
10:2:1The Sales Budget245
10:2:2The "Communications Mix"248
10:3Marketing Communication Techniques249
10:3:1Sponsorship Policy249
10:3:2Database Marketing251
10:3:3Media Relations259
10:3:4The Field Sales Team259
10:4Airline Advertising264
10:4:1The Functions of Advertising265
10:4:2Advertising Decisions266
10:4:3What are the Features of "Good" Airline Advertising?272
10:5Selling in the Air Freight Market273
10:5:1The Sales Task in the Air Freight Market273
10:5:2Marketing Communication Methods275
Successful Airlines275
11The Future of Airline Marketing277
Glossary of Aviation Terms281
Glossary of Marketing Terms293
Index303

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