Airline Marketing and Management

Part 1 What is marketing?: marketing defined components of the marketing process successful airlines. Part 2 The market for air transport services: what business are we in? researching the market identifying the customer market segmentation - air passenger market market segmentation - air freight market the future demand future changes in customer requirements successful airlines. Part 3 The airline industry - marketing environment: the fundamentals the trend towards deregulation/liberalization the trend towards the privitization of state-owned airlines mega-carriers and globalization analyzing competition successful airlines. Chapter 4 Airline marketing strategy: principles of strategic planning for airlines airline strategic options airline marketing strategy - common mistakes successful airlines. Part 5 Designing the products: the theory of product analysis in marketing product analysis for airlines fleet and schedules - related product features customer service - related product features controlling product quality the air freight product successful airlines. Part 6 The problems of pricing: constraints affecting airline pricing policy the structure of passenger pricing policy the structure of air freight pricing pricing in price-competitive markets successful airlines. Part 7 Distributing the product: computer reservations systems controlling distribution successful airlines. Part 8 Airline selling, advertising and sales promotional policies: the nature of selling setting the promotional budget the communications mix sponsorship policy direct marketing managing the airline field sales force media advertising for airlines selling in the air freight market successful airlines.