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Author: Scott Ambrose
Publisher: Routledge
ISBN: 0429614160
Category : Transportation
Languages : en
Pages : 256
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Book Description
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.
Author: Scott Ambrose
Publisher: Routledge
ISBN: 0429614160
Category : Transportation
Languages : en
Pages : 256
Get Book
Book Description
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.
Author: Nawal K. Taneja
Publisher: Routledge
ISBN: 1351942824
Category : Transportation
Languages : en
Pages : 272
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Book Description
In the rapidly evolving airline industry, new technologies play an increasingly critical role in the delivery of real and perceived value in reducing costs, enhancing revenue, and improving customer service and customer safety/security. This book focuses at a senior executive level, examining the key forces affecting the airline business and their potential in terms of short and long-term strategies. The author discusses the role of emerging technology on the airline industry, defined very broadly and including computers, information, databases, aircraft, telecommunications, Internet, wireless, speech recognition, face recognition, etc. His argument is that technology should not only be an enabler of business strategy but crucially the driver of business strategy. The central theme is the vital interaction between technology and business strategy across a wide spectrum of functions - executives sharing their insights of what is needed in terms of revolutions in consumers, technologies, and productivities. What has held airlines back are not so much legacy systems but legacy mindsets, organizational structures and processes, as well as the intelligent selection, investments, and implementation of value-adding technologies. The book is the outcome of the author's own experience while working with a number of airlines and his participation in many discussions with practitioners in the airline and technology firms.
Author: Santos, José Duarte
Publisher: IGI Global
ISBN: 1522597859
Category : Business & Economics
Languages : en
Pages : 267
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Book Description
The growth of internet access and the entry of smartphones into everyday life has provided a revolutionary way for consumers to interact with businesses throughout the tourist industry. As a result, numerous companies are utilizing techniques and concepts designed to communicate directly with potential clientele all over the world. Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries provides innovative insights into how digital marketing can influence the consumer relationship at every stage of the tourism process and features emerging tools and techniques to establish better connections with consumers. The content within this publication examines topics such as branding strategies, social media, and influencer marketing for maximum content exposure. This information is designed for marketing managers, executives, event planners, tour developers, hotel managers, airline managers, program directors, advertisers, restaurateurs, students, business professionals, and researchers.
Author: Evert R. de Boer
Publisher: Springer
ISBN: 3319626000
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
This book offers the first comprehensive exploration of frequent flyer programs. By combining academic research with extensive insights and examples from the actual business world, it explores the key drivers and strategies of airline loyalty marketing today in an unprecedented manner. Strategy in Airline Loyalty also explores how the programs have evolved over time from marketing programs to financial powerhouses, identifying both the catalysts for change, as well as the strategic options and underlying trade-offs available to airlines. Covering diverse angles ranging from behavioral economics, to accounting, and structural design, the book reviews every core aspect of frequent flyer programs and offers extensive frameworks and definitions. The book provides a useful and complete reference for researchers, and helps those interested in frequent flyer programs to develop a better understanding of their past, present and future.
Author: Triant G. Flouris
Publisher: Routledge
ISBN: 1317152204
Category : Technology & Engineering
Languages : en
Pages : 208
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Book Description
Designing and Executing Strategy in Aviation Management is designed to provide an intensely practical guide to this critically important topic. Comprehensive in coverage and easy-to-read in style, it allows both professionals and students to understand the principles and practicalities of crafting and executing business strategies with an aviation context. The result is a comprehensive and multifaceted teaching/learning package, which includes applied case studies on a wide range of airlines and aviation businesses, setting out how these organizations deal with strategy formulation and implementation in critical areas. Topics covered include: corporate strategy, generic strategy, competitive strategy, internal and external environment assessment, mergers, alliances, safety and security. Written directly for both aviation professionals and student courses in aviation strategy, aviation management and aviation operations, it will also be of great interest to aviation professionals in a variety of different fields, including airlines, corporate aviation, consultancy, etc., as well as academics within the field of aviation and those within the field of strategy and management science.
Author: Paul Stephen Dempsey
Publisher:
ISBN: 9781890938093
Category : Airlines
Languages : en
Pages : 0
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Book Description
Author: Hans M. Soekkha
Publisher: CRC Press
ISBN: 1466563850
Category : Technology & Engineering
Languages : en
Pages : 815
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Book Description
Questions concerning safety in aviation attract a great deal of attention, due to the growth in this industry and the number of fatal accidents in recent years. The aerospace industry has always been deeply concerned with the permanent prevention of accidents and the conscientious safeguarding of all imaginable critical factors surrounding the organization of processes in aeronautical technology. However, the developments in aircraft technology and control systems require further improvements to meet future safety demands. This book embodies the proceedings of the 1997 International Aviation Safety Conference, and contains 60 talks by internationally recognized experts on various aspects of aviation safety. Subjects covered include: Human interfaces and man-machine interactions; Flight safety engineering and operational control systems; Aircraft development and integrated safety designs; Safety strategies relating to risk insurance and economics; Corporate aspects and safety management factors --- including airlines services and airport security environment.
Author: Connor R. Walsh
Publisher: Nova Science Pub Incorporated
ISBN: 9781611220797
Category : Transportation
Languages : en
Pages : 242
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Book Description
This book presents a comprehensive review of the strategies, operations and safety of the airline industry. Topics discussed herein include a financial history and analysis of the U.S. airline industry, outsourcing strategies of full-service airlines, measuring and benchmarking airport efficiency, service quality and internal differences among members of the airline alliances, measures used to schedule airline crew under a variable workload using fixed days on and days off patterns, and frequent flyer mile usage among passengers.
Author: Philipp Goedeking
Publisher: Springer Science & Business Media
ISBN: 3642137644
Category : Business & Economics
Languages : en
Pages : 157
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Book Description
Aviation networks play a critical role in the success of today’s airlines and airports. This book provides insight on all aspects of modern network strategies and structures, ranging from market research to hub design, operations, organization, alliances, benchmarking, and antitrust issues. Considering both the airline and the airport perspectives, the book explains the economics of connectivity or productivity-driven hub structures through basic mathematics, which helps the reader to comprehend the structural strengths and weaknesses of aviation networks. More than 100 charts help clarify the topics at hand.
Author: Andrew R. Thomas
Publisher: Apress
ISBN: 1430236787
Category : Business & Economics
Languages : en
Pages : 207
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Book Description
Soft Landing: Airline Industry Strategy, Service, and Safety covers the immediate past, present, and future of the airline industry and its effects on consumers and the economy. Aviation receives a disproportionate amount of news coverage in the popular press—not to mention chatter at cocktail parties and workplaces around the world. And why not? Aviation represents a sector of the U.S economy, for example, exceeded in size only by the real estate, healthcare, and automotive industries. Furthermore, hundreds of millions of people fly each year, including 80 million Americans. So we all have airline stories—experiencing a delay and losing a business deal, spending a night or three in the airport, dealing with ornery airline personnel, losing money on airline stocks, or being involved in a near miss. (Or, as George Carlin more accurately put it, a “near hit.”) But things might be on the upswing. Knocked to its knees by 9/11 and a decade of falling revenue and rising losses, the industry’s “flying cheap” strategy and organizational efficiencies based partly on outsourcing have appear to have helped passengers and profitability return. As this book explains, we can look forward to better technology and infrastructure, speedier—and easier—travel, more effective and less invasive security measures, and more jobs in the air and on the ground. Turbulence is always a possibility. Rising fuel costs, economic uncertainty, and future terror attacks could cause tumult once again. Plus, airline companies intend to charge us extra for everything from the weight of our own bodies to use of the bathroom. But as the industry has discovered, we’ll put up with that—and more—if we can make it to our destinations with bags intact and a smaller dent in our wallets. Soft Landing will: Sort out the promise and perils facing the airlines Analyze and articulate the potential impact of changes in the aviation industry on passengers, airports, governments, the global economy, and the airlines themselves Give airline passengers worldwide an idea of what’s ahead when it comes to airline service, security, and technology
