This book is an account of the management and environmental aspects
of marketing a major airline, at a time of rapid growth in the
aviation industry. It brings out the problems involved in marketing
a service as distinct from a commodity, and highlights the special
aspects which flow from government interest in aviation and the
peculiarities of the aviation market. Other chapters cover market
research, an analytical review of airline pricing and co-operative
agreements between airlines, as well as product planning and the
marketing processes once the schedules are on sale.
General
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