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.