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Airline Marketing and Management, by Stephen Shaw
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Through six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry. It features new material on: *Changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of 'All Business Class' airlines. * An explanation of the US/EU 'Open Skies' agreement and analysis of its impact. *The increase in alliance activity and completion of several recent mergers, and the marketing advantages and disadvantages that have resulted. * Product adjustments that airlines must make to adapt to changes in the marketing environment, such as schedule re-adjustments and the reconfiguration of aircraft cabins. *Changes in pricing philosophies, with, for example, airlines moving to 'A La Carte' pricing, whereby baggage, catering and priority boarding are paid for as extras. *Airline websites and their role as both a selling and distributing tool. *The future of airline marketing. A review of the structure of the air transport market and the marketing environment is followed by detailed chapters examining business and marketing strategies, product design and management, pricing and revenue management, current and future distribution channels, and selling, advertising and promotional policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from knowledge obtained regarding the extraordinary strategic challenges now facing aviation. Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.
- Sales Rank: #517279 in Books
- Brand: Brand: Ashgate
- Published on: 2011-07-28
- Original language: English
- Number of items: 1
- Dimensions: 9.10" h x 1.10" w x 6.10" l, 1.60 pounds
- Binding: Paperback
- 378 pages
- Used Book in Good Condition
Review
'Overall, with the textual changes made and topics added, Shaw has ensured the latest edition of his book remains one of the leading textbooks on airline management and product planning.' --Aerlines, e-zine issue 53
About the Author
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.
Most helpful customer reviews
25 of 29 people found the following review helpful.
An essential airline management and marketing text.
By Miguel Hidalgo
The Fourth Edition is an updated and important text for people with whom need basic principles in marketing and management explained as it applies to the airline industry.
Airline Marketing and Management is a gem because it carefully breaks down major marketing and promotion concepts all the way down to smaller segments with great examples.
This book is a classic. Readers will get an indepth understanding of aviation and, surprisingly, why the airline industry is still in shambles today. It covers the intricacies of product design and development, pricing and revenue management, pricing and revenue management, distribution channels, and selling and advertising policies.
Many of the "tried and proven time after time" principles are, for the most part, still ignored by airline managers today. The author is diligent in his effort to examine "time-proven principles."
This is a marketing book about the fundamentals. Can't move on until you got them down!
8 of 10 people found the following review helpful.
better books are out there....
By industry insider
I just finished reading the 5th edition. I would recommend this book ONLY to those individuals who have zero concept of the airline industry or who have never taken a basic marketing course. Otherwise this book will be a tedious and boring read, exacerbated by the endless typos and horrible writing style and sentence structure. Much of what is written is commonsense and one is often left thinking "no s**t." For those who seek a more academic analysis or more advanced treatment of the subject, I would recommend looking at stuff by Doganis or Holloway.
2 of 2 people found the following review helpful.
Airline Marketing and Management by Stephen Shaw
By Elijah Chingosho
Airline Marketing and Management is a fascinating book about modern marketing and management in airlines. It approaches this interesting subject in a practical and easy-to-follow way. The airline business has many unique features that Stephen Shaw expertly managed to blend with the basic theory and concepts of marketing. This makes the book an excellent introduction to the field of airline marketing and management.
The reader is introduced to the principles of marketing and their practical application in the current highly dynamic and competitive airline environment. Among the important areas I enjoyed the most are product strategies, pricing, distribution and promotion in the industry, regulatory developments, the implications of low cost carriers to the industry and strategic alliances.
As a player in the airline industry, I am now knowledgeable about building and managing profitable customer relationships, how to study customer needs and wants, selecting target markets, how to attract, retain and grow customers by providing superior value and satisfaction. I highly recommend this book to those wishing to gain a basic understanding of the airline industry.
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