Airline Marketing and Management

by Stephen Shaw

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 *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.

Genres: Reference

336 pages, Hardcover

First published June 1, 1985

Reviews

[Mik Chernomordikov · Rating 4 out of 5]

Great way to learn marketing using industry that you know great as a customer not market player!

[Tim Dugan · Rating 2 out of 5]

Was more interested in learning airlines than marketing per se. Didn't get too much out of it

[John MacCalman · Rating 4 out of 5]

While I rated Rigas Doganis's book very highly, this one is more for people in the aviation industry. To get the best value you probably have to work in the aviation sector. It is a constantly changing field and recent Covid-19 effects have changed much.

[Chaminda Perera · Rating 4 out of 5]

Well structured read

It is a well structured text covering almost all possible areas of the airline commercial operations. Cargo side of the business needs further more emphasis.

[Ertan ALPAY · Rating 4 out of 5]

Cobtent ok but language bad

Content is efficient but language and explainations are hard to understand for non english speakers from time to time .