
Airline Marketing and Management
7th edition
By: Stephen Shaw
Paperback | 7 July 2011 | Edition Number 7
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380 Pages
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Through six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area.
Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry. It features new material on:
- Changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of 'All Business Class' airlines.
- An explanation of the US/EU 'Open Skies' agreement and analysis of its impact.
- The increase in alliance activity and completion of several recent mergers, and the marketing advantages and disadvantages that have resulted.
- Product adjustments that airlines must make to adapt to changes in the marketing environment, such as schedule re-adjustments and the reconfiguration of aircraft cabins.
- Changes in pricing philosophies, with, for example, airlines moving to 'A La Carte' pricing, whereby baggage, catering and priority boarding are paid for as extras. *Airline websites and their role as both a selling and distributing tool.
- The future of airline marketing.
A review of the structure of the air transport market and the marketing environment is followed by detailed chapters examining business and marketing strategies, product design and management, pricing and revenue management, current and future distribution channels, and selling, advertising and promotional policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from knowledge obtained regarding the extraordinary strategic challenges now facing aviation.
Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.
About the AuthorStephen Shaw is Managing Director of SSA Ltd, UK, a firm specialising in providing courses in marketing and economics to airlines and aerospace firms, located at Chinnor, Oxford, England.
Industry Reviews
Half Title
Title Page
Copyright Page
Table of Contents
List of Figures and Tables
Introduction
1 The Fundamentals
1.1 What is Marketing?
1.1.1 Definition
1.1.2 The ‘Marketing Mix’
1.1.3 Stages in the Application of Marketing Principles to Airline Management
1.2 Benefits of a Marketing-Based Approach
Successful Airlines …
2 The Market for Air Transport Services
2.1 What Business Are We In?
2.1.1 Transportation
2.1.2 Communication
2.1.3 Leisure
2.1.4 Logistics
2.1.5 Information
2.1.6 Selling Services
2.2 Who is the ‘Customer’?
2.2.1 Definitions
2.2.2 ‘Apparent’ and ‘True’ Needs
2.2.3 Industrial Buying Behaviour
2.2.4 The ‘Customer’ in the Business Air Travel Market
2.2.5 The ‘Customer’ in the Leisure Air Travel Market
2.2.6 The ‘Customer’ in the Air Freight Market
2.3 Market Segmentation: Air passenger Market
2.3.1 The Concept
2.3.2 Segmentation Variables in the Air Passenger Market
2.3.3 Customer Requirements: Business Travel Market
2.3.4 The Business Travel Market: Demographics and Psychographics
2.3.5 The Leisure Segment of Demand
2.4 Segmentation of the Air Freight Market
2.4.1 Differences between the Air Passenger and Air Freight Markets
2.4.2 Segmentation Variables: Air Freight Market
Successful Airlines …
3 The Marketing Environment
3.1 The Theoretical Basis: PESTE Analysis
3.2 PESTE Analysis: Political Factors
3.2.1 Terrorism Fears/Political Instability
3.2.2 Deregulation and ‘Open Skies’
3.2.3 Marketing Policies for a Deregulated Environment
3.2.4 Privatisation
3.2.5 ‘State Aid’
3.2.6 Airport Slot Allocation
3.3 PESTE Analysis: Economic Factors
3.3.1 Economic Growth and the Trade Cycle
3.4 PESTE Analysis: Social Factors
3.4.1 The Ageing Population
3.4.2 Changing Family Structures
3.4.3 Changing Tastes and Fashions in Holidays
3.4.4 The Uncertain, Deregulated Labour Market
3.4.5 The Female Business Traveller
3.5 PESTE Analysis: Technological Factors
3.5.1 Video-Conferencing
3.5.2 The Internet
3.5.3 Surface Transport Investment
3.5.4 New Aircraft Developments
3.6 PESTE Analysis: Environmental Factors
3.6.1 Climate Change and Global Warming
3.6.2 Shortages of Infrastructure Capacity
3.6.3 ‘Tourism Saturation’
Successful Airlines …
4 Airline Business and Marketing Strategies
4.1 Porter’s ‘Five Forces’ and their Application to the Airline Industry
4.1.1 Rivalry amongst Existing Firms
4.1.2 Substitution
4.1.3 New Entry
4.1.4 Power of Customers
4.1.5 Power of Suppliers
4.1.6 ‘Disintermediation’
4.2 Strategic Families
4.2.1 Cost Leadership, Differentiation and Focus: The Principles
4.2.2 Cost Leadership in the Airline Industry: Background
4.2.3 ‘True Low Cost’: Fundamentals of the Business Model
4.2.4 ‘Hybrid’ Low-Cost Carrier Models
4.2.5 Cost Leader Airlines: Current Issues
4.2.6 Cost Leader Airlines: The Future
4.2.7 ‘Differentiation’ in the Airline Industry
4.2.8 Airline Alliances
4.2.9 Airline Industry Consolidation: The Latest Developments
4.3 ‘Differentiation’ Airlines: The Future
4.3.1 The Concept of the ‘Legacy Airline’
4.3.2 ‘Legacy Airlines’: Strategic Options
4.4 ‘Focus’ Strategies
4.4.1 Types of Focusing in the Airline Industry
4.4.2 ‘Value Added’ Focusing: ‘Integrated Carriers’
4.4.3 ‘Value Added’ Focusing: ‘All Business-Class’ Airlines
4.4.4 ‘Low Cost’ Focusing: Charter Airlines
4.4.5 ‘Lost-in-the-Middle’
4.5 Airline Business and Marketing Strategies: Common Mistakes
4.5.1 Objectives
4.5.2 Diversification vs Specialisation
4.5.3 Pace of Expansion
4.5.4 Competitive Response
4.5.5 ‘Control’
4.5.6 Over-Optimism/Fall-Back Position
Successful Airlines …
5 Product Analysis in Airline Marketing
5.1 What is the ‘Product’?
5.2 The Theory of Product Analysis and its Application to the Airline Industry
5.2.1 The Product Life Cycle
5.2.2 Product Life Cycles in the Aviation Industry
5.2.3 Managing a Product Portfolio: The ‘Boston Box’
5.2.4 Balancing Risk and Opportunity: The ‘Ansoff Matrix’
5.3 Fleet and Schedules-Related Product Features
5.3.1 Cabin Configuration and Classes of Service
5.3.2 Network, Frequencies and Timing
5.3.3 Punctuality
5.4 Customer Service-Related Product Features
5.4.1 Point-of-Sale Service
5.4.2 Reservations and Overbooking
5.4.3 Airport Service
5.4.4 In-Flight Service
5.5 Controlling Product Quality
5.6 The Air Freight Product
5.6.1 Air Freight Capacity
Successful Airlines …
6 Pricing and Revenue Management
6.1 Building Blocks in Airline Pricing Policy
6.1.1 Pricing – A Part of the Marketing Mix
6.1.2 Deregulation
6.1.3 Revenue Management Systems
6.1.4 ‘Willingness-to-Pay’ and ‘Capturing the Value’
6.1.5 ‘A La Carte’ Pricing
6.2 ‘Uniform’ and ‘Differential’ Pricing
6.2.1 The Principles
6.2.2 Differential Pricing: Arguments in Favour
6.2.3 Differential Pricing: The Case Against
6.2.4 The Management of Discount Fares
6.2.5 Pricing Response and Pricing Initiatives
6.3 The Structure of Air Freight Pricing
Successful Airlines …
7 Distributing the Product
7.1 Distribution Channel Strategies
7.1.1 Types of Distribution Channel
7.1.2 The Concept of ‘Super Profits’
7.2 The Travel Agency Distribution System
7.2.1 Advantages and Disadvantages
7.2.2 Today’s Distribution Channels
7.2.3 The Future of Distribution
7.3 Global Distribution Systems (GDSs)
7.3.1 History and Background
7.3.2 Current Issues
7.4 Distribution Channels in the Air Freight Market
Successful Airlines …
8 Brands Management in Airline Marketing
8.1 ‘Brands’ and ‘Commodities’
8.1.1 What is a ‘Brand’?
8.1.2 Why Brands?
8.2 Brand-Building in the Airline Industry
8.2.1 Foundations for Brand-Building
8.2.2 Positioning Brands
8.2.3 The Brand-Building Process
8.3 Brand Strategies
Successful Airlines …
9 Relationship Marketing
9.1 Fundamentals of Relationship Marketing
9.1.1 Some Definitions
9.1.2 Building Advocate Relationships
9.2 Components of a Relationship Marketing Strategy
9.2.1 The Management of Quality
9.2.2 Customer Relations
9.2.3 Marketing Communication
9.2.4 Loyalty Schemes
9.3 Frequent Flyer Programmes
9.3.1 History and Current Status
9.3.2 FFPs: Programme Member Requirements
9.3.3 FFPs: Airline Requirements
9.3.4 The Future
Successful Airlines …
10 Airline Selling, Advertising and Promotional Policies
10.1 The Anatomy of a Sale
10.1.1 The AIDA Model and the SPIN Cycle
10.2 Sales Planning
10.2.1 The Sales Budget
10.2.2 The ‘Communications Mix’
10.3 Marketing Communication Techniques
10.3.1 Sponsorship Policy
10.3.2 Database Marketing
10.3.3 Media Relations
10.3.4 The Field Sales Team
10.4 Airline Advertising
10.4.1 The Functions of Advertising
10.4.2 Advertising Decisions
10.4.3 What are the Features of ‘Good’ Airline Advertising?
10.5 Selling in the Air Freight Market
10.5.1 The Sales Task in the Air Freight Market
10.5.2 Marketing Communication Methods
Successful Airlines …
11 The Future of Airline Marketing
Glossary of Aviation Terms
Glossary of Marketing Terms
Index
ISBN: 9781409401490
ISBN-10: 1409401499
Published: 7th July 2011
Format: Paperback
Language: English
Number of Pages: 380
Audience: General Adult
Publisher: Taylor & Francis Ltd
Country of Publication: GB
Edition Number: 7
Edition Type: New edition
Dimensions (cm): 23.39 x 15.6 x 1.98
Weight (kg): 0.73
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