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DescriptionAirline Marketing and Management by Stephen Shaw English | PDF | ISBN-10: 1409401472 | ISBN-13: 978-1409401476 March 2016 | Routledge  Transportation, Aviation, Commercial CONTENTS Cover Contents List of Figures and Tables Introduction 1 The Fundamentals 2 The Market for Air Transport Services 3 The Marketing Environment 4 Airline Business and Marketing Strategies 5 Product Analysis in Airline Marketing 6 Pricing and Revenue Management 7 Distributing the Product 8 Brands Management in Airline Marketing 9 Relationship Marketing 10 Airline Selling, Advertising and Promotional Policies 11 The Future of Airline Marketing Glossary of Aviation Terms Glossary of Marketing Terms Index Excerpt: There is a popular misconception when the term ‘Marketing’ is de ned – that it is not a very edifying activity. According to its critics, the marketing concept is about producing things that people don’t really need and then tricking customers into buying them through deceitful advertising. Such views will be totally rejected in this book. Marketing describes a complete philosophy for running a business, based on the meeting of well-researched, well-understood and genuine customer requirements.1 We will use the following definition of the subject: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. This definition, used by the UK Chartered Institute of Marketing, provides a valuable initial framework for the study of the subject. In particular, its use of the word ‘anticipating’ emphasises the fact that marketing is a dynamic discipline, where customer requirements are in a constant state of evolution and change. This is especially the case in the airline industry, where successful airlines are likely to be those which anticipate change and are ready for it when it occurs. Unsuccessful carriers tend to be those which wait for change to happen and then try to catch up with it. This is a theme which will recur frequently in the book, and one which is well illustrated by the difficulties which many so-called ‘Legacy’ airlines have had in recent years in responding to the challenges which the rapid growth of low-cost carriers have brought to them. Sharing Widget |