airline marketing and strongmanagementstrong, seventh edition.pdfVIP

Brochure More information from /reports/1830609/ Airline Marketing and Management, Seventh Edition Description: Through six previous editions, “Airline Marketing and Management” has established itself as the leading textbook for students of marketing and its application to todays 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 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