Airline Marketing and Management
Author: Stephen Shaw
This book examines the principles of marketing and demonstrates the ways in which these principles can be applied to today's airline industry. As the fifth edition of a successful book, it includes new material on:- The implications of the terrorism, and the threat to the demand for air travel. - The lessons to be learnt from the economic slowdown - in particular its impact on so-called Premium Traffic in First and Business Class. - The developments which have taken place in the regulatory scene in recent years. - Impact of low fares airlines and the response of the traditional airlines to the threat posed by these carriers. - Airline alliances, which are again in the melting-pot. An initial review of the structure of the air transport market and the industry marketing environment is followed by detailed chapters examining airline business and marketing strategies, product design and management, pricing and revenue management, distribution channels and selling and advertising policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from the knowledge obtained of the significant strategic challenges facing aviation at the present time. The book is written in a straightforward, easy-to-read style and is full of up-to-date and relevant examples drawn from the world-wide aviation industry.
Contents: Introduction
The fundamentals
The market for air transport services
The marketing environment
Airline business and marketing strategies
Product analysis in airline marketing
Pricing and revenue management
Distributing the product
Brands management in airline marketing
Relationship marketing
Airline selling, advertising and promotional policies
The future of airline marketing
Glossary of aviation terms
Glossary of marketing terms
Index.
Author Biography: 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 Abingdon, Oxford, England.
Booknews
Examines principles of marketing applied to today's airline industry. Chapters include detailed discussions of product design and management, pricing and revenue management, distribution channels, and selling and advertising policies. Tells how marketing principles can be applied to maximize airline success, and gives a full range of practical relevant examples of successful and unsuccessful airline strategies from the global aviation industry. This fourth edition contains new chapters on brand and relationship marketing. Shaw is managing director of a firm specializing in providing courses in marketing and economics to airlines and aerospace firms. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Table of Contents:
| 1 | The fundamentals | 1 |
| 2 | The market for air transport services | 6 |
| 3 | The marketing environment | 49 |
| 4 | Airline business and marketing strategies | 74 |
| 5 | Product analysis in airline marketing | 136 |
| 6 | Pricing and revenue management | 174 |
| 7 | Distributing the product | 194 |
| 8 | Brands management in airline marketing | 213 |
| 9 | Relationship marketing | 228 |
| 10 | Airline selling, advertising and promotional policies | 243 |
| 11 | The future of airline marketing | 277 |
Interesting textbook: Macroeconomics or Managing Corporate Culture Innovation and Intrapreneurship
Money and Capital Markets: Financial Institutions and Instruments in a Global Marketplace
Author: Peter S Ros
Money and Capital Markets, 10th edition by Peter Rose and Milton Marquis provides a thorough and comprehensive view of the whole financial system. All the major types of financial institutions and financial instruments present today are discussed, along with how and why the system of money and capital markets is changing. Money and Capital Markets also provides a descriptive explanation of how interest rates and security values are determined. It discusses the current and future trends of the globalization of financial markets, the ongoing consolidation of the financial institutions’ sector, and recent efforts to protect consumer privacy in the financial services field.
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