Airline Marketing and Management / Edition 6

Hardcover (Print)
Buy New
Buy New from BN.com
$29.43
Used and New from Other Sellers
Used and New from Other Sellers
from $22.80
Usually ships in 1-2 business days
(Save 34%)
Other sellers (Hardcover)
  • All (9) from $22.80   
  • New (2) from $155.00   
  • Used (7) from $22.80   

Overview

This book examines the principles of marketing and demonstrates the ways in which these principles can be applied to today's airline industry. As the fifth edition of a successful book, it includes new material on:- The implications of the terrorism, and the threat to the demand for air travel. - The lessons to be learnt from the economic slowdown - in particular its impact on so-called Premium Traffic in First and Business Class. - The developments which have taken place in the regulatory scene in recent years. - Impact of low fares airlines and the response of the traditional airlines to the threat posed by these carriers. - Airline alliances, which are again in the melting-pot. 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, distribution channels and selling and advertising policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from the knowledge obtained of the significant strategic challenges facing aviation at the present time. The book is written in a straightforward, easy-to-read style and is full of up-to-date and relevant examples drawn from the world-wide aviation industry.

Contents: Introduction
The fundamentals
The market for air transport services
The marketing environment
Airline business and marketing strategies
Product analysis in airline marketing
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.

Author Biography: 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 Abingdon, Oxford, England.

Read More Show Less

Editorial Reviews

Booknews
Examines principles of marketing applied to today's airline industry. Chapters include detailed discussions of product design and management, pricing and revenue management, distribution channels, and selling and advertising policies. Tells how marketing principles can be applied to maximize airline success, and gives a full range of practical relevant examples of successful and unsuccessful airline strategies from the global aviation industry. This fourth edition contains new chapters on brand and relationship marketing. Shaw is managing director of a firm specializing in providing courses in marketing and economics to airlines and aerospace firms. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Read More Show Less

Product Details

  • ISBN-13: 9780754648208
  • Publisher: Ashgate Publishing, Limited
  • Publication date: 5/30/2007
  • Edition description: REV
  • Edition number: 6
  • Pages: 336
  • Product dimensions: 6.10 (w) x 9.00 (h) x 0.80 (d)

Table of Contents

1 The fundamentals 1
2 The market for air transport services 6
3 The marketing environment 49
4 Airline business and marketing strategies 74
5 Product analysis in airline marketing 136
6 Pricing and revenue management 174
7 Distributing the product 194
8 Brands management in airline marketing 213
9 Relationship marketing 228
10 Airline selling, advertising and promotional policies 243
11 The future of airline marketing 277
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)