Airline Marketing and Management

Airline Marketing and Management

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'This text is a very readable and digestible offering from Stephen Shaw who has been writing in the field of aviation management for a considerable time.. .Airline Marketing and Management remains an excellent introduction to the modern management of an airline... this book is a worthwhile read.' The Aerospace Professional.

With the airline industry continuing to undergo profound change throughout the world and with full-scale deregulation now in place, the role of marketing the perishable product of airlines is even more centre-stage.

This book examines the principles of marketing and demonstrates the ways in which these principles can be applied to today's airline industry, the air transport market and its environment. It deals with business and marketing strategies and product management, pricing, distribution, publicity, PR and all the associated techniques. As the fifth edition of a successful book, it also includes new material on:

  • The implications of terrorism, and the threat to the demand for air travel.
  • The lessons to be learnt from the economic slowdown - in particular its impact on so-called Premium Traffic in First and Business Class.
  • The developments which have taken place in the regulatory scene in recent years.
  • Impact of low fares airlines and the response of the traditional airlines to the threat posed by these carriers.
  • Airline alliances, which are again in the melting-pot.

    An initial review of the structure of the air transport market and the industry marketing environment is followed by detailed chapters examining airline business and marketing strategies, product design and management, pricing and revenue management, distribution channels and selling and advertising policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from the knowledge obtained of the significant strategic challenges facing aviation at the present time. The book is written in a straightforward, easy-to-read style and is full of up-to-date and relevant examples drawn from the worldwide aviation industry.