Airline E-commerce Book Structure

Book Description

Online travel is big business and has become one of the most popular items purchased by consumers on the internet. According to one estimate, in 2012, approximately $313 billion or over one third of total B2C travel was spent on online travel products with air travel alone accounting for 61% or $191 billion. A variety of contributing factors is responsible for this development:

• the emergence of the commercial internet in the mid-1990s;
• a change in the behavior of consumers who through inexpensive internet access and growing familiarity with easy-to-use technology today shop 24/7 from anywhere in the world;
• airline companies use the internet not only as a new platform to service, sell and market but by cutting traditional supply channels and reaching directly to the end consumer - also to realize cost savings in their sales and distribution value chains;
• the arrival of new intermediaries in the form of online travel agencies, meta search engines, network affiliates, and other mass sales and marketing websites that distribute travel products to the public;
• the growing prevalence of mobile platforms and social media allowing for new unprecedented forms of interactivity with shoppers of travel products.

Airline companies everywhere have integrated electronic commerce or e-commerce into their business operations in various shapes and forms. Today, it is no longer a question of 'if' for an airline company but 'how' to deal with e-commerce and leverage it to enhance its competitiveness. With plenty of references to and examples of leading companies from the airline industry and beyond, this book discusses the critical success factors for an airline e-commerce strategy and the role of e-commerce in sales & distribution, marketing, and customer service. Furthermore, explored are the various organizational structures to manage e-commerce, the handling of day-to-day web site operations like site content management and security, the growing concerns surrounding web site privacy, emerging social media and mobile trends, and the role of e-commerce in managing airline emergency situations. This book is an introduction to the business & technology cross-over topic of airline e-commerce and could be of interest to students and practitioners alike - from the airline travel industry and beyond.

Table Of Contents

Part I. Introduction to Airline E-commerce

Chapter 1: Introduction

Chapter 2: The Fundamentals of Airline E-commerce

Chapter 3: Airline Web Site Product Overview

Part II. Airline E-commerce Strategy & Applications

Chapter 4: Airline E-commerce Strategy

Chapter 5: Airline Web Marketing

Chapter 6: Airline E-Sales & Distribution

Chapter 7: Airline Customer Service in Cyberspace

Part III. Airline E-commerce Operation

Chap 8: The Airline E-commerce Organization

Chap 9: Airline Web Site Management

Chap 10: Crucial Airline E-commerce Issues

- Web Site Privacy

- Social Media & Mobile

- Emergency Response Planning

E-commerce and V-business examines the impact of the Internet and associated technologies on two related aspects of business: electronic commerce and virtual organization. Using a combination of recent theory and empirical evidence it demonstrates how forward thinking organizations are reaping considerable advantages from exciting new business models in these areas. Such models require radical rethinking of many aspects of traditional business. The book covers many of the critical and contemporary issues stemming from these important new developments. The collected papers in this book illustrate the wide variety of business opportunities afforded by e-commerce and virtual business. They describe and discuss the important issues that follow in the wake of an organization deciding to pursue consumers electronically and organize its operations virtually. It brings a good balance of theory and practical issues from different perspectives from different parts of the globe

In a world where technology allows companies to gather, aggregate and analyse data about us that includes our buying habits, our financial behavior, our professional and personal networks, and even our physical whereabouts - our digital reputations are becoming our most valuable currency. Whether you like it or not, everywhere you go, other people will be able to instantly access information about your reputation - with or without your knowledge or consent. In The Reputation Economy, Michael Fertik reveals the secrets used to optimise the digital reputations and improve the lives of millions of users of Reputation.com. Discover: *Which keywords to include in your CV, performance review, and LinkedIn profile to ensure you come up at the top of recruiters and potential employers' search results *How to curate your on and offline activity in way that will reduce the risk profile (and therefore your premiums) calculated by insurers *How to lure venture capital for your business idea or start-up, court low interest rates from investors, and garner the attention of tech giants like Google and Microsoft *How to hide the negative information (or information that doesn't match how you want to be perceived) that's out in the ether. There's nothing you can do to erase that digital footprint, but there are tricks you can use to keep it from being discovered. It will also show how you can use all this technology evaluate others' reputations so you always know who you're dealing with, whether it's a potential employee, investor or romantic partner. In short, The Reputation Economy will show you how to become 'reputation rich' in a world where your digital reputation is as valuable as the cash in your wallet.

In this age of marketing complexity, some marketers have risen above the fray and are accelerating the results of their digital marketing campaigns. They have a complete view of the market and their place in it, and have developed strategies and plans that work. They are not confused at all about the types of campaigns that are available, and they have complete confidence in the ads, messages, offers, and content they are producing. Most marketers, however, don't live life this way. They struggle with their campaigns and live in a perpetual state of confusion, wishful thinking, and risk-taking. Along with their professional frustrations, they experience negative emotions and are never totally happy with their work. Digital Marketing in the Zone breaks through the clutter and provides a clear blueprint to enable marketers to be confident and successful in Digital Marketing.

Transmedia Marketing: From Film and TV to Games and Digital Media skillfully guides media makers and media marketers through the rapidly changing world of entertainment and media marketing. Its groundbreaking transmedia approach integrates storytelling and marketing content creation across multiple media platforms - harnessing the power of audience to shape and promote your story. Through success stories, full color examples of effective marketing techniques in action, and insight from top entertainment professionals, Transmedia Marketing covers the fundamentals of a sound 21st century marketing and content plan. You'll master the strategy behind conducting research, identifying target audiences, setting goals, and branding your project. And, you'll learn first-hand how to execute your plan's publicity, events, advertising, trailers, digital and interactive content, and social media. Transmedia Marketing enlivens these concepts with: Hundreds of vibrant examples from across media platforms - The Hunger Games, Prometheus, The Dark Knight, Bachelorette, The Lord of the Rings, Despicable Me 2, Food, Inc., Breaking Bad, House of Cards, Downton Abbey, Game of Thrones, Top Chef, Pokemon, BioShock Infinite, Minecraft, Outlast, Titanfall, LEGO Marvel Super Heroes, Halo 4, Lonelygirl15, Annoying Orange Real-world advice from 45 leading industry writers, directors, producers, composers, distributors, marketers, publicists, critics, journalists, attorneys, and executives from markets, festivals, awards, and guilds Powerful in-depth case studies showcasing successful approaches - A.I. Artificial Intelligence, Mad Men, Lizzie Bennet Diaries, Here Comes Honey Boo Boo, and Martin Scorsese Presents the Blues Extensive Web content at www.transmediamarketing.com featuring a primer on transmedia platforms - film, broadcast, print, games, digital media, and experiential media; expanded case studies; sample marketing plans and materials; and exclusive interviews With Transmedia Marketing, you'll be fully versed in the art of marketing film, TV, games, and digital media and primed to write and achieve the winning plan for your next media project.

Why Customers Would Rather Have a Smartphone than a Car explores some of the fundamental changes in consumer behaviour: Why do we buy less in shops and more on the internet? Why do we spend more on gadgets, smartphones and apps and not more on food, holidays or clothing? Why do most business people only look at symptoms and not the causes of changing customer behaviour? The new generation buys differently from the baby boomers; they have different priorities and preferences. The internet has changed us in the way we think, act and communicate. Whilst many retailers now understand the need for change, few of them have established convincing or sustainable models for the future. Cor Molenaar argues that by understanding the drivers behind these new consumer behaviours, retailers can identify the opportunities this represents and adapt their offering accordingly. The kind of relationship retailing he advocates involves the way the retailer interacts with their customer; the new environment that they need to sustain along with their ability to relate customer data, technology and new services. The author interweaves examples from traditional and virtual retailing with his research on consumer psychology and buying behaviour to offer a sophisticated and at times challenging guide for all those involved in retailing, as well as those responsible for planning and designing social and retail space.

The world of work is going through an unprecedented revival driven by new technologies. The Digital Renaissance of Work: Delivering Digital Workplaces Fit for the Future will take the reader on a journey into the emerging technology-led revival of work. A unique combination of thought leadership and technical know-how, this book will bring the reader up-to-date with the latest developments in the field, such as: freelancing the organisation/ work but no jobs, localisation/ work but not place, time travel and death of the weekend, trust, privacy and the quantified employee, leadership in the hyper connected organisation, beyond the office/ the mobile frontline, automation and the frontiers of work, as well as setting out how to lay down the roadmap for the digital workplace: the human centred digital workplace, making the business case, setting up the digital workplace programme, technology deployment, measuring the digital workplace. The book will draw on new case studies from major organisations with which Paul Miller is in regular discussion, such as: Accenture - aligning the digital and physical workplaces; Barclays - innovating in a regulated environment; Deutsche Post/ DHL - leading at the mobile frontline; Environment Agency - real time collaboration; IBM - pushing the digital workplace frontiers; IKEA - measuring the digital workplace; SAP - gamifying the enterprise. Paul Miller's follow up to his critically acclaimed The Digital Workplace picks up the story to provide organisations with an understanding of the structural and organizational implications the emerging technology has for the workplace. His insights, backed by the considerable research of the Digital Workplace Forum, offer a lifeline to organizations needing to make better sense of a very uncertain future.

Welcome to the battlefield. Every day, companies ranging from startups to enterprises fight to achieve high search rankings, knowing that previous success can quickly vanish. With this practical guide, you'll learn how to put search engine optimization (SEO) methodology into practice, including the research, data analysis, and constant experimentation required to build an SEO program specific to your organization that can help you improve search results. Running a successful SEO program requires a team with a mix of skills, including marketing, analytics, website development, and automation. Author Anne Ahola Ward walks marketers and developers through SEO essentials and provides real-world case studies of successful and not-so-successful SEO programs. You'll quickly understand why this is both an exciting and critical time to adopt SEO in your organization. Perform keyword goals and research, and spot search trends Understand the motivation and creativity of the SEO mindset Run a campaign to generate traffic and measure the results Use mobile and platform-agnostic strategies for search growth Demonstrate the value of your search marketing efforts Include web development in your SEO program-everything from quick updates to UX/UI strategy Learn the sweetest way to run and report on an search program

What's Your Business? offers a comprehensive pathway through the subject of corporate design clarifying the relationship between corporate design and corporate strategy and the terms identity, brand, image, communication and reputation. The book explores the impact of developing digital technology on brand creation and positioning in a marketplace, through symbolic and coherent design. A local market trader may buy a van, promote his business on a blackboard and proclaim 'daily special offers'. Corporations use computers, design websites and communicate with global clients through social media. Yet each business started with an idea and developed a distinctive existence. What's Your Business? helps you turn a business idea into reality by establishing its existence, ethos, message and activities. By integrating corporate and design strategy with creative inputs Claire Tomlins illustrates the subject's diversity. She ensures businesses set goals, strategies and plans whilst ensuring they recognise an identity that sparks the corporate design strategy and creative inputs that manifests the company's aesthetic for marketing purposes; including design management, Intellectual Property topics and measures. Business people wishing to know how design can provide added value to their organisation will find this book useful, including where they could contribute. Academic concepts and definitions are updated and explanations are provided to business and design students on where each of their skillsets can contribute to a business.

The 2014 International Conference on E-Commerce, E-Business and E-Service (EEE 2014) was held on May 1-2, 2014, Hong Kong. This proceedings volume assembles papers from various professionals, leading researchers, engineers, scientists and students and presents innovative ideas and research results focused on the progress of E-Commerce, E-Business and E-Service. The papers in this book group around the following topics: E-Commerce, E-Business and E-Service, Internet Computing and Information Services, Computer science and Technology and ICT for Business and Management.

'Not to be part of the social media revolution is to miss out. Jon Reed really gets it and shows you how to join in.' Suzanne Moore, Columnist, The Guardian ONLINE MARKETING - CAN YOUR BUSINESS AFFORD TO BE WITHOUT IT? If you want to grow your business, how do you get the word out about your product or service? By going where your market is - and these days, that's online. This step-by-step guide to online marketing is straightforward, easy to understand and demonstrates simple, affordable and effective ways to: * Design your website - how to create a site and make sure your customers can find it * Use social media to your advantage - how to reach your market on Facebook, Twitter, LinkedIn, Pinterest, Google+, Instagram and more * Create engaging online content - how to publish valuable, interesting and sharable content for your blog, podcast and website * Develop an online marketing plan - build your customised plan and measure your results Covering every major online platform, and some smaller ones too, Get Up to Speed with Online Marketing will show you exactly how to maximise each one and develop a cohesive, effective online strategy with a limited budget, or even for free! 'Packed with practical, no-nonsense insight that allows you not only to keep up but to get ahead.' Justin Cooke, CEO, POSSIBLE and Chair, British Interactive Media Association

Do you have a hobby you wish you could do all day? An obsession that keeps you up at night? Now is the perfect time to take those passions and make a living doing what you love. In CRUSH IT Why NOW Is The Time To Cash In On Your Passion, Gary Vaynerchuk shows you how to use the power of the Internet to turn your real interests into real businesses. Gary spent years building his family business from a local wine shop into a national industry leader. Then one day he turned on a video camera, and by using the secrets revealed in this book, transformed his entire life and earning potential by building his personal brand. By the end of this book, any reader will have learned how to harness the power of the Internet to make their entrepreneurial dreams come true. Step by step, CRUSH IT is the ultimate driver′s manual for modern business.

Gary Vaynerchuk has captured attention with his pioneering, multi-faceted approach to personal branding and business. After primarily utilizing traditional advertising techniques to build his family′s local retail wine business into a national industry leader, Gary rapidly leveraged social media tools such as Twitter and Facebook to promote Wine Library TV, http: //tv.winelibrary.com, his video blog about wine. Gary has always had an early-to-market approach, launching Wine Library′s retail website in 1997 and Wine Library TV in February of 2006. His lessons on social media, passion, transparency, and reactionary business are not to be missed

"The Power of Customer Misbehavior" explores the importance of customer driven innovation for top line and bottom line growth. It shows how companies should not only learn to identify how their products are being misused, but also how to use this knowledge to innovate new products and services that better meet customer needs and promote viral growth. These techniques also promote long-term customer loyalty and growth even in hypercompetitive environments.
This unique new book is the first to explore the idea of 'customer misuse': when customers modify features or expand the usage of products and services in ways that were never intended. Reacting appropriately to customer misuse will allow companies to enter new markets, create more loyal customers, and encourage customers to tell others about the company's products, all of which foster faster growth. These compelling concepts are presented in the form of simple actionable principles and illustrated with rich case studies from successful companies such as Twitter, Intuit, eBay and Coca-Cola, to offer the first practical guide to harnessing this new source of strategic innovation.

FAZED BY FACEBOOK? TONGUE-TIED BY TWITTER? LOST ON LINKEDIN? LEARN HOW TO NAVIGATE THE SOCIAL MEDIA JUNGLE, AND FIND OUT HOW TO GET YOUR BUSINESS NOTICED. Social media is easy when you know how - this practical guide shows you how to get started, then refine and improve your strategy to get real business results. Many businesses know that social media is important - but they either haven't made a start or are dabbling without a proper strategy in place. It's easy to feel overwhelmed by the task - how much of my time will it take? When will I see the benefit? What do I do to get heard? How do I integrate it with my marketing and business goals? What are the risks? However given that 91% of adults use social media regularly, it's a superb opportunity for you to find and engage with present and potential customers much more interactively than traditional marketing methods. Brilliant Social Media will help you get started with social media, then refine and improve your experience with a series of sample straightforward steps that you can start to implement straightaway. Brilliant outcomes: Understand how social media works and which platforms will best suit your business Plan a social media strategy that fits into your wider digital and marketing strategies Connect with your customers, identify new clients and find out what people really think of your business Adapt and refine your strategy as you learn from what works, and what doesn't

We are living in the post-information age, the era of so-called 'Big Data'. It is a practical possibility for corporations to report, chart and analyse every action, transaction and click that happens inside and outside their business. In Decision Sourcing Roberts and Pakkiri examine what this means to organisational decision making. They explode the myth that good decisions need only be informed ones through an examination into how business really make choices. They lay bare the poverty of decision making processes in today's corporate world and offer fresh and fascinating insight into how social tools are providing new sources of information, how they are challenging hierarchy and how they are providing opportunities for growth and agility through aligned and inclusive decision making. This book is for those organisations that want to get beyond the corporate Facebook account and are ready for the next bold step. It is for those businesses that want to engage their workforce and their customers in collaborative relationships that are at the heart of the successful social enterprise.

Shops are facing tough times: recession, local legislation, parking problems, competition from the internet and the strong position of suppliers. Buying on the Internet 24/7 has become a real alternative to the local shop with its rigid opening hours and limited choice. So is there still a future for the traditional retailer? What are the latest developments in this environment and how can these be translated into significant business models? Cor Molenaar analyses the struggle and the risks to describe the opportunities and potential for the retail trade to turn the tide. He looks at the new buying behaviour of consumers (the new shopping), the evolution of retail (how it used to be, how it is now and what it has to become) and shows what the future for the shop will actually look like. Shops need to change, to reassess their unique customer appeal and work in new ways with suppliers and customers if they are to survive. Online retailing is often seen as the panacea, but is that really the case? The internet will undergo many changes, too. Many e-retailers will disappear or end up surviving on the margin of the mainstream. Only the most canny suppliers and webshops, those that can make best use of the opportunities offered by the Internet will survive.

In Raving Patients, Dr. Len Tau, a practicing dentist in Philadelphia and online reputation specialist, shares simple tips and best practices to become visible and demonstrate credibility online. Dental practices waste thousands of dollars and hundreds of hours trying to find new patients using methods that may have worked decades ago but no longer work today. Raving Patients teaches dentists how to get exponentially better marketing results for a fraction of the time and money using a simple combination of online and offline reputation marketing strategies that take only minutes to implement. The strategies within Raving Patients help dental practices rise up search engine results when patients in their area search for new dentists. Dr. Tau also presents proven methodologies that help dental practices stand out as the practice of choice in their area. This generates a steady flow of patients who are more likely to move forward with treatment recommendations than other dental marketing strategies.

Enterprise 2.0 (E 2.0) has caught the collective imagination of executives who are innovating to radically change the face of business. E 2.0 takes full benefit of social networking, including blogs, discussion boards, mashups, and all that is sharable and combinable.
Examining organizations and their social activities, Enterprise 2.0: Social Networking Tools to Transform Your Organization considers the complete spectrum of social media and social activities available to your business. It not only offers a hands-on, practical assessment of "what to do," but also "how to do it." Demonstrating how to utilize social networking within diverse functional areas, the book:

• Describes the functions of social networking in the context of today's enterprise
• Details how to make the best use of blogs, discussion boards, and workspaces in an organizational setting
• Supplies a complete discussion on how to prepare staff for social enterprising
• Explains how to measure and manage social networking

This book includes discussions of social networking in enterprise activities such as human resources, risk management, operations, and project management. It describes the utility and role of social networking on a department by department basis, explains how to integrate social enterprising with knowledge management, and supplies helpful insights into legal, performance, and measurement issues. Touching on key security and privacy issues, the book clearly illustrates how social networking and E 2.0 can help improve risk management in your organization.

When managers and marketers outline their social media strategies, they often plan for the right hook-their next highly anticipated sale or campaign that's going to put the competition out for the count. Even companies committed to jabbing-patiently engaging with customers to build the relationships so crucial to successful social media campaigns-still yearn to land the powerful, bruising swing that will knock out their opponent or their customer's resistance in one tooth-spritzing, killer blow. Right hooks, after all, convert traffic to sales. They easily show results and ROI. Except when they don't. In the same passionate, street-wise style readers have come to expect, Gary Vaynerchuk is on a mission to improve marketers' right hooks by changing the way they fight to make their customers happy, and ultimately to compete. Thanks to the massive change and proliferation in social media platforms in the last four years, the winning combination of jabs and right hooks is different now. Communication is still key, but context matters more than ever. It's not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices-content tailor-made for Facebook, YouTube, Instagram, Pinterest, Twitter, and Tumblr. A mash-up of the best elements of Crush It! and The Thank You Economy with a 2013 spin, here is a blueprint to social media marketing strategies that really works.

Make friends and sell things to people through social media Social media technology is restlessly inventive, providing thousands of awesome ways for you to market your business inexpensively and on a large scale--often directly into the pockets of consumers. But in the proliferating, ever-changing world of tweets, influencers, handles, and alerts, it can be hard to know where to begin and then to evaluate what's actually working for you. In the new edition of Social Media Marketing for Dummies, leading SMM voices Shiv Singh and Stephanie Diamond clear away the confusion and show you the smartest, most effective ways to plan, launch, manage, and assess your campaigns--and then iterate and optimize for increased success. Incorporating the latest trends and presented in a friendly, easily digestible step-by-step style, you'll find the ultimate blueprint for developing your best SMM strategy. In no time, you'll find out how to line up with Facebook, Twitter, Tumblr, and Google, develop a unique and compelling voice, and influence your key audience all the way to the bank. Choose the best SMM combination for you Avoid common mistakes and pitfalls Track your customers from awareness to retention Try out the latest stuff that really works Whether your organization is large or small, it simply doesn't pay to be shy. Find your voice, get social, and chat your way to attracting and keeping new customers today!

Though Amazon.com started off delivering books through the mail, its visionary founder, Jeff Bezos, was never content with being just a bookseller. He wanted Amazon to become `the everything store', offering limitless selection and seductive convenience at disruptively low prices. To achieve that end, he developed a corporate culture of relentless ambition and secrecy that's never been cracked. Until now...

Jeff Bezos stands out for his relentless pursuit of new markets, leading Amazon into risky new ventures like the Kindle and cloud computing, and transforming retail in the same way that Henry Ford revolutionized manufacturing.

The fascinating journey from humble start-up to the web's biggest retailer demonstrates how Bezos's determination to make his dream a reality has also, for better or for worse, changed the way we live our lives today.

This guide features everything you need to get your website indexed so it appears at the top of Google searches to generate the profile you need to have a successful online business.

Amazon is the fastest company ever to reach $100 billion in sales and they didn't reach that landmark by staying in their comfort zone. Risk taking is the key that unlocked the door to growth at Amazon, but those risks were (and are) intentional, calculated, and strategic. Thomas Edison believed, "I have not failed. I've just found 10,000 ways that won't work." and Amazon's founder, Jeff Bezos, has always linked experimentation and failure with growth and success. But "risk taking" can be costly (even disastrous) if you don't know how to use it to your advantage. Fortunately, Bezos has provided every business owner a "hidden in plain sight" roadmap for how he grew Amazon through his Letter to Shareholders (or as he named them, share owners) that he has written annually for the past 20 years. For the first time, Technology and Risk expert Steve Anderson has analyzed and distilled these letters to reveal the key 14 Growth Principles that unlock the lessons, mindset, and steps Bezos has used to make Amazon the massive success it is today. Now, business owners, leaders, CEOs, employees, and managers can apply these same principles to grow their business to be more efficient, productive, and successful - fast!

Disruptive Business is a provocative and insightful redefinition of innovation as an outcome of human behaviour, a dynamic in constant change requiring the shaping of new responses in business and the economy. Alexander Manu believes that organizations must treat innovation not as a process to be managed but as an outcome that changes people's lives. In Disruptive Business he explains how innovation is the moment when human behaviour is changed by a particular invention, discovery or event. This position challenges the current understanding of innovation, as well as the current ecology in which innovation operates in organizations: its management, methods, tools, language, focus and metrics. The challenge extends to some of the labels currently applied to innovation typologies, such as 'disruptive innovation', seen today as addressing purely the technological side of an invention, rather than the more complex motivational and behavioural side. Alexander Manu considers that a disruption is not manifest in the moment a new technology is introduced. The disruption is the human being and manifest only when human motivation embraces the technology and uses it to modify and improve everyday life. Our acceptance and appropriation of new technologies creates the business disruption. Manu makes the case that successful innovation outcomes are answers to conscious or subconscious goals residing in human motivation, and motivation starts in desire. This position is consistent with the history of innovations that have changed, improved and reshaped human life, and also consistent with their roots and ethos. Humans are a 'perpetually wanting animal', bound to desire, to seek media for a better self and to need innovation. In this dynamic, innovation is the constant and business is the variable. The role of business is to create the tools, objects and services through which people can manifest what they want and who they are. The book provides a new perspective of current behavioural disruptions which are relevant to the continuity of business, as well as a set of practical methodologies for business design, aimed at creating innovation outcomes of value to users.