Airline marketing and management:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Aldershot [u.a.]
Ashgate
2007
|
| Edition: | 6. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XI, 323 S. graph. Darst. |
| ISBN: | 9780754648208 |
Staff View
MARC
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| 300 | |a XI, 323 S. |b graph. Darst. | ||
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Record in the Search Index
| _version_ | 1804137105123704832 |
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| adam_text | Contents
Introduction xii
1 The Fundamentals 1
1:1 What is Marketing? 1
1:1:1 Definition 1
1:1:2 The Marketing Mix 2
1:1:3 Stages in the Application of Marketing Principles to 3
Airline Management
Successful Airlines 5
2 The Market for Air Transport Services 6
2:1 What Business are we in? 6
2:2 Who is the Customer ? 8
2:2:1 Definitions 8
2:2:2 Apparent and True Needs 11
2:2:3 Industrial Buying Behaviour 12
2:2:4 The Customer in the Business Air Travel Market 15
2:2:5 The Customer in the Leisure Air Travel Market 18
2:2:6 The Customer in the Air Freight Market 20
2:3 Market Segmentation Air Passenger Market 22
2:3:1 The Concept 22
2:3:2 Segmentation Variables in the Air Passenger Market 24
2:3:3 Customer Requirements Business Travel Market 27
2:3:4 The Business Travel Market Demographics and 34
Psychographics
2:3:5 The Leisure Segment of Demand 37
2:4 Segmentation of the Air Freight Market 40
2:4:1 Differences between the Air Passenger and 40
Air Freight Markets
2:4:2 Segmentation Variables Air Freight Market 42
Successful Airlines 48
3 The Marketing Environment 49
3:1 The Theoretical Basis PESTE Analysis 49
3:2 PESTE Analysis Political Factors 50
3:2:1 Terrorism Fears/Political Instability 50
3:2:2 Deregulation and Open Skies 51
3:2:3 Marketing Policies for a Deregulated Environment 56
3:2:4 Privatisation 58
3:2:5 State Aid 60
3:2:6 Airport Slot Allocation 61
3:3 PESTE Analysis Economic Factors 64
3:3:1 Economic Growth and the Trade Cycle 64
3:4 PESTE Analysis Social Factors 66
3:4:1 The Ageing Population 66
3:4:2 Changing Family Structures 67
3:4:3 Changing Tastes and Fashions in Holidays 67
3:4:4 The Uncertain, Deregulated Labour Market 68
3:4:5 The Female Business Traveller 69
3:5 PESTE Analysis Technological Factors 70
3:5:1 Video conferencing 70
3:5:2 The Internet 71
3:5:3 Surface Transport Investment 72
3:6 PESTE Analysis Environmental Factors 73
3:6:1 Climate Change and Global Warming 73
3:6:2 Shortages of Infrastructure Capacity 74
3:6:3 Tourism Saturation 75
Successful Airlines 75
4 Airline Business and Marketing Strategies 76
4:1 Porter s Five Forces and their Application to the Airline
Industry 76
4:1:1 Rivalry amongst Existing Firms 76
4:1:2 Substitution 11
4:1:3 New Entry 78
4:1:4 Power of Customers 81
4:1:5 Power of Suppliers 84
4:1:6 Disintermediation 86
4:2 Strategic Families 87
4:2:1 Cost Leadership, Differentiation and Focus
The Principles 87
4:2:2 Cost Leadership in the Airline Industry: Background 90
4:2:3 Fundamentals of the Business Model 92
4:2:4 Cost Leader Airlines: Current Issues 100
4:2:5 Cost Leader Airlines: The Future 102
4:2:6 Differentiation in the Airline Industry 105
4:2:7 Airline Alliances 110
4:3 Differentiation Airlines The Future 117
4:3:1 The Concept of the Legacy Airline 117
4:3:2 Legacy Airlines Strategic Options 122
4:4 Focus Strategies 129
4:4:1 Types of Focussing in the Airline Industry 129
4:4:2 Value Added Focussing 129
4:4:3 Low Cost Focussing 133
4:4:4 Lost in the Middle 135
4:5 Airline Business and Marketing Strategies
Common Mistakes 135
4:5:1 Objectives 136
4:5:2 Diversification vs Specialisation 137
4:5:3 Pace of Expansion 138
4:5:4 Competitive Response 139
4:5:5 Control 140
4:5:6 Over optimism/Fall Back Position 140
Successful Airlines 141
5 Product Analysis in Airline Marketing 142
5:1 What is the Product ? 142
5:2 The Theory of Product Analysis and its Application to the
Airline Industry 142
5:2:1 The Product Life Cycle 142
5:2:2 Product Life Cycles in the Aviation Industry 148
5:2:3 Managing a Product Portfolio the Boston Box 151
5:2:4 Balancing Risk and Opportunity the Ansoff Matrix 156
5:3 Fleet and Schedules Related Product Features 158
5:3:1 Cabin Configuration and Classes of Service 158
5:3:2 Network, Frequencies and Timings 161
5:3:3 Punctuality 166
5:4 Customer Service Related Product Features 168
5:4:1 Point of Sale Service 168
5:4:2 Reservations and Overbooking 169
5:4:3 Airport Service 172
5:4:4 In Flight Service 173
5:5 Controlling Product Quality 174
5:6 The Air Freight Product 176
5:6:1 Air Freight Capacity 176
Successful Airlines 180
6 Pricing and Revenue Management 182
6:1 Building Blocks in Airline Pricing Policy 183
6:1:1 Pricing A Part of the Marketing Mix 183
6:1:2 Deregulation 183
6:1:3 Dissemination of Fares Information 184
6:1:4 Revenue Management Systems 184
6:2 Uniform and Differential Pricing 186
6:2:1 The Principles 186
6:2:2 Management of Discount Fares 194
6:2:3 Pricing Response and Pricing Initiatives 198
6:3 The Structure of Air Freight Pricing 202
Successful Airlines 205
7 Distributing the Product 206
7:1 Distribution Channel Strategies 206
7:1:1 Types of Distribution Channel 206
7:1:2 The Concept of Super Profits 208
7:2 The Travel Agency Distribution System 211
7:2:1 Advantages and Disadvantages 211
7:2:2 Today s Distribution Channels 214
7:2:3 The Future of Distribution 215
7:3 Global Distribution Systems (GDSs) 217
7:3:1 History and Background 217
7:3:2 Current Issues 220
7:4 Distribution Channels in the Air Freight Market 223
Successful Airlines 225
8 Brands Management in Airline Marketing 226
8:1 Brands and Commodities 226
8:1:1 What is a Brand ? 226
8:1:2 Why Brands? 229
8:2 Brand Building in the Airline Industry 231
8:2:1 Foundations for Brand Building 231
8:2:2 Positioning Brands 232
8:2:3 The Brand Building Process 235
8:3 Brand Strategies 236
Successful Airlines 240
9 Relationship Marketing 241
9:1 Fundamentals of Relationship Marketing 241
9:1:1 Some Definitions 241
9:1:2 Building Advocate Relationships 243
9:2 Components of a Relationship Marketing Strategy 244
9:2:1 The Management of Quality 245
9:2:2 Customer Relations 246
9:2:3 Marketing Communication 248
9:2:4 Loyalty Schemes 248
9:3 Frequent Flyer Programmes 248
9:3:1 History and Current Status 248
9:3:2 FFPs Programme Member Requirements 250
9:3:3 FFPs Airline Requirements 251
9:3:4 The Future 253
Successful Airlines 256
10 Airline Selling, Advertising and Promotional Policies 257
10:1 The Anatomy of a Sale 257
10:1:1 The A1DA Model and the SPIN Cycle 257
10:2 Sales Planning 259
10:2:1 The Sales Budget 259
10:2:2 The Communications Mix 263
10:3 Marketing Communication Techniques 263
10:3:1 Sponsorship Policy 263
10:3:2 Database Marketing 265
10:3:3 Media Relations 273
10:3:4 The Field Sales Team 21A
10:4 Airline Advertising 279
10:4:1 The Functions of Advertising 279
10:4:2 Advertising Decisions 280
10:4:3 What are the Features of Good 286
Airline Advertising?
10:5 Selling in the Air Freight Market 287
10:5:1 The Sales Task in the Air Freight Market 287
10:5:2 Marketing Communication Methods 289
Successful Airlines 290
11 The Future of Airline Marketing 291
Glossary of Aviation Terms 295
Glossary of Marketing Terms 307
Index 317
|
| adam_txt |
Contents
Introduction xii
1 The Fundamentals 1
1:1 What is Marketing? 1
1:1:1 Definition 1
1:1:2 The "Marketing Mix" 2
1:1:3 Stages in the Application of Marketing Principles to 3
Airline Management
Successful Airlines 5
2 The Market for Air Transport Services 6
2:1 What Business are we in? 6
2:2 Who is the "Customer"? 8
2:2:1 Definitions 8
2:2:2 "Apparent" and "True" Needs 11
2:2:3 Industrial Buying Behaviour 12
2:2:4 The "Customer" in the Business Air Travel Market 15
2:2:5 The "Customer" in the Leisure Air Travel Market 18
2:2:6 The "Customer" in the Air Freight Market 20
2:3 Market Segmentation Air Passenger Market 22
2:3:1 The Concept 22
2:3:2 Segmentation Variables in the Air Passenger Market 24
2:3:3 Customer Requirements Business Travel Market 27
2:3:4 The Business Travel Market Demographics and 34
Psychographics
2:3:5 The Leisure Segment of Demand 37
2:4 Segmentation of the Air Freight Market 40
2:4:1 Differences between the Air Passenger and 40
Air Freight Markets
2:4:2 Segmentation Variables Air Freight Market 42
Successful Airlines 48
3 The Marketing Environment 49
3:1 The Theoretical Basis PESTE Analysis 49
3:2 PESTE Analysis Political Factors 50
3:2:1 Terrorism Fears/Political Instability 50
3:2:2 Deregulation and "Open Skies" 51
3:2:3 Marketing Policies for a Deregulated Environment 56
3:2:4 Privatisation 58
3:2:5 "State Aid" 60
3:2:6 Airport Slot Allocation 61
3:3 PESTE Analysis Economic Factors 64
3:3:1 Economic Growth and the Trade Cycle 64
3:4 PESTE Analysis Social Factors 66
3:4:1 The Ageing Population 66
3:4:2 Changing Family Structures 67
3:4:3 Changing Tastes and Fashions in Holidays 67
3:4:4 The Uncertain, Deregulated Labour Market 68
3:4:5 The Female Business Traveller 69
3:5 PESTE Analysis Technological Factors 70
3:5:1 Video conferencing 70
3:5:2 The Internet 71
3:5:3 Surface Transport Investment 72
3:6 PESTE Analysis Environmental Factors 73
3:6:1 Climate Change and Global Warming 73
3:6:2 Shortages of Infrastructure Capacity 74
3:6:3 "Tourism Saturation" 75
Successful Airlines 75
4 Airline Business and Marketing Strategies 76
4:1 Porter's "Five Forces" and their Application to the Airline
Industry 76
4:1:1 Rivalry amongst Existing Firms 76
4:1:2 Substitution 11
4:1:3 New Entry 78
4:1:4 Power of Customers 81
4:1:5 Power of Suppliers 84
4:1:6 "Disintermediation" 86
4:2 Strategic Families 87
4:2:1 Cost Leadership, Differentiation and Focus
The Principles 87
4:2:2 Cost Leadership in the Airline Industry: Background 90
4:2:3 Fundamentals of the Business Model 92
4:2:4 Cost Leader Airlines: Current Issues 100
4:2:5 Cost Leader Airlines: The Future 102
4:2:6 "Differentiation" in the Airline Industry 105
4:2:7 Airline Alliances 110
4:3 "Differentiation" Airlines The Future 117
4:3:1 The Concept of the "Legacy Airline" 117
4:3:2 "Legacy Airlines " Strategic Options 122
4:4 "Focus" Strategies 129
4:4:1 Types of Focussing in the Airline Industry 129
4:4:2 "Value Added" Focussing 129
4:4:3 "Low Cost" Focussing 133
4:4:4 "Lost in the Middle" 135
4:5 Airline Business and Marketing Strategies
Common Mistakes 135
4:5:1 Objectives 136
4:5:2 Diversification vs Specialisation 137
4:5:3 Pace of Expansion 138
4:5:4 Competitive Response 139
4:5:5 "Control" 140
4:5:6 Over optimism/Fall Back Position 140
Successful Airlines 141
5 Product Analysis in Airline Marketing 142
5:1 What is the "Product"? 142
5:2 The Theory of Product Analysis and its Application to the
Airline Industry 142
5:2:1 The Product Life Cycle 142
5:2:2 Product Life Cycles in the Aviation Industry 148
5:2:3 Managing a Product Portfolio the "Boston Box" 151
5:2:4 Balancing Risk and Opportunity the Ansoff Matrix 156
5:3 Fleet and Schedules Related Product Features 158
5:3:1 Cabin Configuration and Classes of Service 158
5:3:2 Network, Frequencies and Timings 161
5:3:3 Punctuality 166
5:4 Customer Service Related Product Features 168
5:4:1 Point of Sale Service 168
5:4:2 Reservations and Overbooking 169
5:4:3 Airport Service 172
5:4:4 In Flight Service 173
5:5 Controlling Product Quality 174
5:6 The Air Freight Product 176
5:6:1 Air Freight Capacity 176
Successful Airlines 180
6 Pricing and Revenue Management 182
6:1 Building Blocks in Airline Pricing Policy 183
6:1:1 Pricing A Part of the Marketing Mix 183
6:1:2 Deregulation 183
6:1:3 Dissemination of Fares Information 184
6:1:4 Revenue Management Systems 184
6:2 "Uniform" and "Differential" Pricing 186
6:2:1 The Principles 186
6:2:2 Management of Discount Fares 194
6:2:3 Pricing Response and Pricing Initiatives 198
6:3 The Structure of Air Freight Pricing 202
Successful Airlines 205
7 Distributing the Product 206
7:1 Distribution Channel Strategies 206
7:1:1 Types of Distribution Channel 206
7:1:2 The Concept of "Super Profits" 208
7:2 The Travel Agency Distribution System 211
7:2:1 Advantages and Disadvantages 211
7:2:2 Today's Distribution Channels 214
7:2:3 The Future of Distribution 215
7:3 Global Distribution Systems (GDSs) 217
7:3:1 History and Background 217
7:3:2 Current Issues 220
7:4 Distribution Channels in the Air Freight Market 223
Successful Airlines 225
8 Brands Management in Airline Marketing 226
8:1 "Brands" and "Commodities" 226
8:1:1 What is a "Brand" ? 226
8:1:2 Why Brands? 229
8:2 Brand Building in the Airline Industry 231
8:2:1 Foundations for Brand Building 231
8:2:2 Positioning Brands 232
8:2:3 The Brand Building Process 235
8:3 Brand Strategies 236
Successful Airlines 240
9 Relationship Marketing 241
9:1 Fundamentals of Relationship Marketing 241
9:1:1 Some Definitions 241
9:1:2 Building Advocate Relationships 243
9:2 Components of a Relationship Marketing Strategy 244
9:2:1 The Management of Quality 245
9:2:2 Customer Relations 246
9:2:3 Marketing Communication 248
9:2:4 Loyalty Schemes 248
9:3 Frequent Flyer Programmes 248
9:3:1 History and Current Status 248
9:3:2 FFPs Programme Member Requirements 250
9:3:3 FFPs Airline Requirements 251
9:3:4 The Future 253
Successful Airlines 256
10 Airline Selling, Advertising and Promotional Policies 257
10:1 The Anatomy of a Sale 257
10:1:1 The A1DA Model and the SPIN Cycle 257
10:2 Sales Planning 259
10:2:1 The Sales Budget 259
10:2:2 The "Communications Mix" 263
10:3 Marketing Communication Techniques 263
10:3:1 Sponsorship Policy 263
10:3:2 Database Marketing 265
10:3:3 Media Relations 273
10:3:4 The Field Sales Team 21A
10:4 Airline Advertising 279
10:4:1 The Functions of Advertising 279
10:4:2 Advertising Decisions 280
10:4:3 What are the Features of "Good" 286
Airline Advertising?
10:5 Selling in the Air Freight Market 287
10:5:1 The Sales Task in the Air Freight Market 287
10:5:2 Marketing Communication Methods 289
Successful Airlines 290
11 The Future of Airline Marketing 291
Glossary of Aviation Terms 295
Glossary of Marketing Terms 307
Index 317 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Shaw, Stephen |
| author_facet | Shaw, Stephen |
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| author_sort | Shaw, Stephen |
| author_variant | s s ss |
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| bvnumber | BV022824835 |
| callnumber-first | H - Social Science |
| callnumber-label | HE9780 |
| callnumber-raw | HE9780 |
| callnumber-search | HE9780 |
| callnumber-sort | HE 49780 |
| callnumber-subject | HE - Transportation and Communications |
| classification_rvk | QQ 930 QR 840 |
| ctrlnum | (OCoLC)84997117 (DE-599)BVBBV022824835 |
| dewey-full | 387.740688 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 387 - Water, air, space transportation |
| dewey-raw | 387.740688 |
| dewey-search | 387.740688 |
| dewey-sort | 3387.740688 |
| dewey-tens | 380 - Commerce, communications, transportation |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 6. ed. |
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| id | DE-604.BV022824835 |
| illustrated | Illustrated |
| index_date | 2024-07-02T18:41:27Z |
| indexdate | 2024-07-09T21:07:00Z |
| institution | BVB |
| isbn | 9780754648208 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016030135 |
| oclc_num | 84997117 |
| open_access_boolean | |
| owner | DE-859 DE-83 DE-1051 DE-2070s |
| owner_facet | DE-859 DE-83 DE-1051 DE-2070s |
| physical | XI, 323 S. graph. Darst. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Ashgate |
| record_format | marc |
| spelling | Shaw, Stephen Verfasser aut Airline marketing and management Stephen Shaw 6. ed. Aldershot [u.a.] Ashgate 2007 XI, 323 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Luchtvaartmaatschappijen gtt Management gtt Marketing gtt Airlines Management Airlines Marketing Verkehrsbetriebslehre (DE-588)4131741-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Luftfahrt (DE-588)4036557-8 gnd rswk-swf Luftverkehr (DE-588)4036597-9 gnd rswk-swf Luftverkehr (DE-588)4036597-9 s Marketing (DE-588)4037589-4 s DE-604 Verkehrsbetriebslehre (DE-588)4131741-5 s Luftfahrt (DE-588)4036557-8 s Management (DE-588)4037278-9 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016030135&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Shaw, Stephen Airline marketing and management Luchtvaartmaatschappijen gtt Management gtt Marketing gtt Airlines Management Airlines Marketing Verkehrsbetriebslehre (DE-588)4131741-5 gnd Marketing (DE-588)4037589-4 gnd Management (DE-588)4037278-9 gnd Luftfahrt (DE-588)4036557-8 gnd Luftverkehr (DE-588)4036597-9 gnd |
| subject_GND | (DE-588)4131741-5 (DE-588)4037589-4 (DE-588)4037278-9 (DE-588)4036557-8 (DE-588)4036597-9 |
| title | Airline marketing and management |
| title_auth | Airline marketing and management |
| title_exact_search | Airline marketing and management |
| title_exact_search_txtP | Airline marketing and management |
| title_full | Airline marketing and management Stephen Shaw |
| title_fullStr | Airline marketing and management Stephen Shaw |
| title_full_unstemmed | Airline marketing and management Stephen Shaw |
| title_short | Airline marketing and management |
| title_sort | airline marketing and management |
| topic | Luchtvaartmaatschappijen gtt Management gtt Marketing gtt Airlines Management Airlines Marketing Verkehrsbetriebslehre (DE-588)4131741-5 gnd Marketing (DE-588)4037589-4 gnd Management (DE-588)4037278-9 gnd Luftfahrt (DE-588)4036557-8 gnd Luftverkehr (DE-588)4036597-9 gnd |
| topic_facet | Luchtvaartmaatschappijen Management Marketing Airlines Management Airlines Marketing Verkehrsbetriebslehre Luftfahrt Luftverkehr |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016030135&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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