OUT NOW
Airline Marketing and Management
Stephen Shaw, SSA Ltd, Oxfordshire, UK
• Discover how to apply marketing principles to maximise airline success and survival. • Thoroughly revised and updated.
Now in its SeveNTh
eDiTiON
www.ashgate.com/aviation
OUT NOW
Airline Marketing and Management
Stephen Shaw, SSA Ltd, Oxfordshire, UK
Now in its SeveNTh
eDiTiON
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, and 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... [continues]
Airline Marketing and Management
Stephen Shaw, SSA Ltd, Oxfordshire, UK
• Discover how to apply marketing principles to maximise airline success and survival. • Thoroughly revised and updated.
Now in its SeveNTh
eDiTiON
www.ashgate.com/aviation
OUT NOW
Airline Marketing and Management
Stephen Shaw, SSA Ltd, Oxfordshire, UK
Now in its SeveNTh
eDiTiON
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, and 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... [continues]
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