Fundamentals of Airline Marketing
Routledge (Verlag)
978-0-367-17803-1 (ISBN)
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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.
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.
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
| Erscheinungsdatum | 23.07.2021 |
|---|---|
| Reihe/Serie | Aviation Fundamentals |
| Zusatzinfo | 12 Tables, color; 20 Line drawings, color |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 189 x 246 mm |
| Gewicht | 660 g |
| Themenwelt | Technik ► Luft- / Raumfahrttechnik |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation | |
| ISBN-10 | 0-367-17803-6 / 0367178036 |
| ISBN-13 | 978-0-367-17803-1 / 9780367178031 |
| Zustand | Neuware |
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