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Books > Business & Economics > Business & management > Sales & marketing
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Fundamentals of Airline Marketing (Hardcover)
Loot Price: R4,576
Discovery Miles 45 760
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Fundamentals of Airline Marketing (Hardcover)
Series: Aviation Fundamentals
Expected to ship within 12 - 17 working days
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Applying fundamentals of marketing to commercial passenger air
transportation, this textbook puts the emphasis on marketing
principles and illustrative ways in which airlines can distinguish
themselves within the highly competitive global marketplace.
Fundamentals of Airline Marketing begins with a survey of current
airline business strategies and the macro forces that have shaped
the airline industry in the past and will continue to do so in the
future. The growing importance of technology is discussed both from
the perspective of better understanding customer needs and engaging
more effectively with them. The central role of the "customer" is
explored through the lens of modern segmentation and branding
approaches. Coverage then shifts to the tactical decision areas
consisting of the 4Ps-product, place, promotion, and price-in which
marketers shape and execute their strategies. The book concludes
with a focus on executing marketing initiatives internally through
customer-facing employee groups and externally through the
measurement and management of the customer experience. Fundamentals
of Airline Marketing: * is an accessible textbook on the
fundamentals of marketing for commercial passenger air
transportation; * chronicles the marketing innovations and
controversies that have been central to the historic shift in
airline fortunes; * demonstrates how airline decisions fit within
the fundamentals of marketing and how the marketplace is continuing
to evolve; * provides a bridge between key marketing principles and
their specific application to the airline industry in each chapter.
This textbook is written primarily for undergraduate college
students enrolled in aviation business administration programs and
related courses. It will also serve as an accessible primer on
airline marketing for industry professionals not presently working
in marketing and for frontline airline employees seeking to learn
more about marketing.
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