Fundamentals of Airline Marketing: Strategies for Success in a Hyper-competitive Environment (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.
ASIN: 0367178036
VSKU: GBV.0367178036.A
Condition: Acceptable
Author/Artist:Ambrose, Scott|Waguespack, Blaise
Binding: Paperback
Note: Any images shown are stock photographs and product may differ from what is shown.
Condition Notes: This book is in acceptable condition and may have highlighting and or writing throughout. The actual cover image may not match the stock photo, dust jacket may be damaged or missing. Book may show internal and or external wear on spine or cover and may be slightly skewed or have creased pages. This is a used book so codes may be invalid or accompanying media may be missing. May be an Ex library book with stickers and stamps.