| Document Type
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BL
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| Record Number
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980301
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| Doc. No
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b734671
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| Main Entry
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Shaw, Stephen.
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| Title & Author
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Airline Marketing and Management.
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| Edition Statement
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6th ed.
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| Publication Statement
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Abingdon, GBR :: Ashgate Publishing Company,, 2007.
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| Page. NO
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1 online resource (336 pages)
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| ISBN
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0754685926
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: 9780754685920
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| Contents
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Cover -- Contents -- Introduction -- 1 The Fundamentals -- 1:1 What is Marketing? -- 1:1:1 Definition -- 1:1:2 The “Marketing Mix� -- 1:1:3 Stages in the Application of Marketing Principles to Airline Management -- Successful Airlines �� -- 2 The Market for Air Transport Services -- 2:1 What Business are we in? -- 2:2 Who is the “Customer�? -- 2:2:1 Definitions -- 2:2:2 “Apparent� and “True� Needs -- 2:2:3 Industrial Buying Behaviour -- 2:2:4 The “Customer� in the Business Air Travel Market
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2:2:5 The “Customer� in the Leisure Air Travel Market2:2:6 The “Customer� in the Air Freight Market -- 2:3 Market Segmentation � Air Passenger Market -- 2:3:1 The Concept -- 2:3:2 Segmentation Variables in the Air Passenger Market -- 2:3:3 Customer Requirements � Business Travel Market -- 2:3:4 The Business Travel Market � Demographics and Psychographics -- 2:3:5 The Leisure Segment of Demand -- 2:4 Segmentation of the Air Freight Market -- 2:4:1 Differences between the Air Passenger and Air Freight Markets
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2:4:2 Segmentation Variables � Air Freight MarketSuccessful Airlines �� -- 3 The Marketing Environment -- 3:1 The Theoretical Basis � PESTE Analysis -- 3:2 PESTE Analysis � Political Factors -- 3:2:1 Terrorism Fears/Political Instability -- 3:2:2 Deregulation and “Open Skies� -- 3:2:3 Marketing Policies for a Deregulated Environment -- 3:2:4 Privatisation -- 3:2:5 “State Aid� -- 3:2:6 Airport Slot Allocation -- 3:3 PESTE Analysis -- Economic Factors -- 3:3:1 Economic Growth and the Trade Cycle -- 3:4 PESTE Analysis � Social Factors
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3:4:1 The Ageing Population3:4:2 Changing Family Structures -- 3:4:3 Changing Tastes and Fashions in Holidays -- 3:4:4 The Uncertain, Deregulated Labour Market -- 3:4:5 The Female Business Traveller -- 3:5 PESTE Analysis � Technological Factors -- 3:5:1 Video-conferencing -- 3:5:2 The Internet -- 3:5:3 Surface Transport Investment -- 3:6 PESTE Analysis � Environmental Factors -- 3:6:1 Climate Change and Global Warming -- 3:6:2 Shortages of Infrastructure Capacity -- 3:6:3 “Tourism Saturation� -- Successful Airlines ��
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4 Airline Business and Marketing Strategies4:1 Porter�s “Five Forces� and their Application to the Airline Industry -- 4:1:1 Rivalry amongst Existing Firms -- 4:1:2 Substitution -- 4:1:3 New Entry -- 4:1:4 Power of Customers -- 4:1:5 Power of Suppliers -- 4:1:6 “Disintermediation� -- 4:2 Strategic Families -- 4:2:1 Cost Leadership, Differentiation and Focus � The Principles -- 4:2:2 Cost Leadership in the Airline Industry: Background -- 4:2:3 Fundamentals of the Business Model -- 4:2:4 Cost Leader Airlines: Current Issues
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| Abstract
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Airline Marketing and Management examines the principles of marketing and demonstrates the ways in which these principles can be applied to today's airline industry. It has been updated and expanded throughout for this sixth edition, to keep pace with changes affecting the industry. 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.
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| Subject
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Aeronautics, Commercial.
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| Subject
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Airlines-- Management.
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| Subject
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Airlines-- Marketing.
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| Subject
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Aeronautics, Commercial.
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| Subject
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Airlines-- Management.
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| Subject
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Airlines-- Marketing.
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| Dewey Classification
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387.740688
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| LC Classification
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HE9781.S35 2007eb
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