Fundamentals of Airline Marketing

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.

List of contents

1 Airline strategy and structure; 2 Global infl uences: the world in which airlines operate; 3 Technology: airline digital marketing; 4 Airline market segmentation; 5 Product: the expanded view of passenger air travel; 6 Place: airline channels of distribution; 7 Promotion: building airline brand loyalty; 8 Price: airline revenue generation and management; 9 Airline services, internal marketing, and human resources management; 10 Airline service quality: measuring and managing the customer experience

About the author

Scott Ambrose is an Assistant Professor of Marketing at Embry-Riddle Aeronautical University, Daytona Beach. A former marketing employee of a major US airline, Dr. Ambrose has numerous scholarly articles in leading marketing and sales journals. He has also taught airline marketing seminars for industry executives.
Blaise Waguespack is a Professor of Marketing at Embry-Riddle Aeronautical University, Daytona Beach. A member of the Air Transportation Research Society and Atlantic Marketing Association, Professor Waguespack has published scholarly articles in leading aviation and marketing journals and co-developed the Airline Service Quality Index.

Summary

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.

Product details

• Authors: Scott Ambrose, Scott (Embry-Riddle Aeronautical Universi Ambrose, Scott (Embry-Riddle Aeronautical University Ambrose, Blaise Waguespack
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 28.05.2021
• EAN: 9780367178031
• ISBN: 978-0-367-17803-1
• No. of pages: 214
• Series: Aviation Fundamentals
• Subjects: Natural sciences, medicine, IT, technology > Technology > General, dictionaries; Social sciences, law, business > Business > Individual industrial sectors, branches; TRANSPORTATION / Aviation / General, Business & Economics / General, TECHNOLOGY & ENGINEERING / Aeronautics & Astronautics, LAW / Transportation, Transport industries, Sales & marketing, Sales and marketing, Aerospace & Air Transport Industries, HISTORY / Military / Aviation & Space