This book examines the principles of marketing and demonstrates the ways in which these principles can be applied to today's airline industry. This fifth edition of a successful book includes new material on: The implications of 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. The Impact of low fare 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 the clear explanation 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.
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