Stephen Shaw

Airline Marketing and Management

• Broschiertes Buch

Produktbeschreibung

Airline Marketing and Management examines the principles of marketing and demonstrates the ways in which these principles can be applied to today's airline industry. It has been thoroughly updated and expanded for this seventh edition, to keep pace with changes affecting the industry. Written in a straightforward, easy-to-read style and combining u

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Produktdetails

• Verlag: Taylor & Francis Ltd
• 7 ed
• Seitenzahl: 380
• Erscheinungstermin: 7. Juli 2011
• Englisch
• Abmessung: 234mm x 156mm x 20mm
• Gewicht: 708g
• ISBN-13: 9781409401490
• ISBN-10: 1409401499
• Artikelnr.: 36213676

Autorenporträt

Stephen 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.

Inhaltsangabe

The Fundamentals
What is Marketing?
Definition
The 'MarketingMix'
Stages in the Application of Marketing Principles to Airline Management
Benefits of a Marketing
Based Approach Successful Airlines ...
The Market for Air Transport Services
What Business Are We In?
Transportation
Communication
Leisure
Logistics
Information
Selling Services
Who is the 'Customer'?
Definitions
'Apparent' and'True' Needs
Industrial Buying Behaviour
The 'Customer ' in the Business Air Travel Market
The 'Customer ' in the Business Air Travel Market
The 'Customer ' in the Air Freight Market
Market Segmentation: Air Passenger Market
The Concept
Segmentation Variables in the Air Passenger Mark
Customer Requirements: Business Travel Market
The Business Travel Market: Demographics and Psychographics
The Leisure Segment of Demand
Segmentation of the Air Freight Market
Differences between the Air Passenger and Air Freight Markets
Segmentation Variables: Air Freight Market
Successful Airlines ...
3 The Marketing Environment
The Theoretical Basis: PESTE Analysis
PESTE Analysis: Political Factors
Terrorism Fears /Political Instability
Deregulation and 'Open Skies'
Marketing Policies for a Deregulated Environmen
Privatisation
'State Aid'
Airport Slot Allocation
PESTE Analysis: Economic Factors
Economic Growth and the Trade Cycle
PESTE Analysis: Social Factors
The Ageing Population
Changing Family Structures
Changing Tastes and Fashions in Holidays
The Uncertain, Deregulated Labour Market
The Female Business Traveller
PESTE Analysis: Technological Factors
Video
Conferencing
The Internet
Surface Transport Investment
New Aircraft Developments
PESTE Analysis: Environmental Factors
Climate Change and Global Warming
Shortages of Infrastructure Capacity
'Tourism Saturation '
Successful Airlines ...
Airline Business and Marketing Strategies
Porter's 'Five Forces' and their Application to the Airlim
Industry
Rivalry amongst Existing Firms
Substitution
New Entry
Power of Customers
Power of Suppliers
'Disintermediation '
Strategic Families
Cost Leadership, Differentiation and Focus:
The Principles
Cost Leadership in the Airline Industry: Background
'True Low Cost': Fundamentals of the Business Model
'Hybrid 'Low
Cost Carrier Models
Cost Leader Airlines: Current Issues
Cost Leader Airlines: The Future
'Differentiation ' in the Airline Industry
Airline Alliances
Airline Industry Consolidation: The Latest Developments
'Differentiation' Airlines: The Future
The Concept of the 'Legacy Airline '
'LegacyAirlines': Strategic Options
'Focus' Strategies
Types of Focusing in the Airline Industry
'Value Added'Focusing: 'Integrated Carriers '
'Value Added'Focusing: 'All Business
Class 'Air
'Low Cost' Focusing: Charter Airlines
'Lost
in
the
Middle '
Airline Business and Marketing Strategies: Common Mis
Objectives
Diversification vs Specialisation
Pace of Expansion
Competitive Response
'Control'
Over
Optimism /Fall
Back Position Successful Airlines ...
5 Product Analysis in Airline Marketing
What is the 'Product'?
The Theory of Product Analysis and its Application to the Airline Industry
The Product Life Cycle
Product Life Cycles in the Aviation Industry
Managing a Product Portfolio: The 'Boston Box '
Balancing Risk and Opportunity: The 'Ansoff Ma
Fleet and Schedules
Related Product Features
Cabin Configuration and Classes of Service
Network, Frequencies and Timing
Punctuality
Customer Service
Related Product Features
Point
of
Sale Service
Reservations and Overbooking
Airport Service
In
Flight Service
Controlling Product Quality
5.6 The Air Freight Product
Air Freight Capacity
Successful Airlines ...
Pricing and Revenue Management
Building Blocks in Airline Pricing Policy
Pricing
A Part of the Marketing Mix
Deregulation
Revenue Management Systems
'Willingness
to
Pay' and 'Capturing the Value'
'A La Carte 'Pricing
'Uniform' and 'Differential' Pricing
The Principles
Differential Pricing: Arguments in Favour
Differential Pricing: The Case Against
The Management of Discount Fares
Pricing Response and Pricing Initiatives
The Structure of Air Freight Pricing Successful Airlines .
Distributing the Product
Distribution Channel Strategies
Types of Distribution Channel
The Concept of 'Super Profits'
The Travel Agency Distribution System
Advantages and Disadvantages
Today's Distribution Channels
The Future of Distribution
Global Distribution Systems (GDSs)
History and Background
Current Issues
10 Airline Selling, Advertising and Promotional Policies
The Anatomy of a Sale
The AIDA Model and the SPIN Cycle
Sales Planning
The Sales Budget
The 'CommunicationsMix'
Marketing Communication Techniques
Sponsorship Policy
Database Marketing
Media Relations
The Field Sales Team
Airline Advertising
The Functions of Advertising
Advertising Decisions
What are the Features of 'Good 'Airline j
Selling in the Air Freight Market
The Sales Task in the Air Freight Market
Marketing Communication Methods
Successful Airlines ...
11 The Future of Airline Marketing
Glossary of Aviation Terms Glossary of Marketing Terms Index