Aviation is one of the most widely talked about industries in the
global economy and yet airlines continue to present an enigma.
Between 2010 and 2018 the global airline industry experienced its
longest period of sustained profitability; however, huge global
profits hid a darker side. Many airlines made inadequate profits or
serious losses while others collapsed entirely. This fifth edition
of Flying Off Course explains why. Written by leading industry
expert, Rigas Doganis, this book is an indispensable guide to the
inner workings of this exciting industry. Providing a complete,
practical introduction to the fundamentals of airline economics and
marketing, it explores the structure of the market, the nature of
airline costs, issues around pricing and demand, and the latest
developments in e-commerce. Vibrant examples are drawn from
passenger, charter and freight airlines to provide a dynamic view
of the entire industry. This completely updated edition also
explores the sweeping changes that have affected airlines in recent
years. It includes much new material on airline alliances,
long-haul low-cost airlines, new pricing policies and ancillary
revenues in order to present a compelling account of the current
state of the airline industry. Offering a practical approach and
peppered with real examples, this book will be valuable to anyone
new to the airline industry as well as those wishing to gain a
wider insight into its operations and economics. For undergraduate
or postgraduate students in transport studies, tourism and business
the book provides a unique insider's view into the workings of this
exciting industry.
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