Fundamentals of Airline Marketing

Strategies for Success in a Hyper-competitive Environment
1. Auflage 2021
ISBN: 978-0-367-17802-4
Verlag: Taylor & Francis Ltd

Buch, Englisch, 234 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 700 g

Reihe: Aviation Fundamentals

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.

Zielgruppe

AS/A2, General, and Undergraduate

Autoren/Hrsg.

Ambrose, Scott

Waguespack, Blaise

Fachgebiete

• Technische Wissenschaften Verkehrstechnik | Transportgewerbe Luft- und Raumfahrttechnik, Luftverkehr
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Personalwesen, Human Resource Management
• Geisteswissenschaften Geschichtswissenschaft Geschichtliche Themen Militärgeschichte
• Sozialwissenschaften Politikwissenschaft Militärwesen Luftstreitkräfte
• Rechtswissenschaften Wirtschaftsrecht Handels- und Gesellschaftsrecht Transport-, Fracht-, Speditions- und Seehandelsrecht

Inhaltsverzeichnis

1 Airline strategy and structure; 2 Global infl uences: the world in which airlines operate; 3 Technology: airline digital marketing; 4 Airline market segmentation; 5 Product: the expanded view of passenger air travel; 6 Place: airline channels of distribution; 7 Promotion: building airline brand loyalty; 8 Price: airline revenue generation and management; 9 Airline services, internal marketing, and human resources management; 10 Airline service quality: measuring and managing the customer experience

Über Autor(innen)

Scott Ambrose is an Assistant Professor of Marketing at Embry–Riddle Aeronautical University, Daytona Beach. A former marketing employee of a major US airline, Dr. Ambrose has numerous scholarly articles in leading marketing and sales journals. He has also taught airline marketing seminars for industry executives.

Blaise Waguespack is a Professor of Marketing at Embry–Riddle Aeronautical University, Daytona Beach. A member of the Air Transportation Research Society and Atlantic Marketing Association, Professor Waguespack has published scholarly articles in leading aviation and marketing journals and co-developed the Airline Service Quality Index.