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.
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.
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.
Inhaltsangabe
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
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
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