Airport marketing:
"This accessible, up-to-date, comprehensive, and in-depth textbook introduces students and practitioners to the principles and practice of airport marketing as well as the major changes and future marketing challenges facing the airport sector. It applies principles of marketing within the airp...
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| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London ; New York
Routledge
2022
|
| Edition: | 2nd edition |
| Subjects: | |
| Summary: | "This accessible, up-to-date, comprehensive, and in-depth textbook introduces students and practitioners to the principles and practice of airport marketing as well as the major changes and future marketing challenges facing the airport sector. It applies principles of marketing within the airport industry, and examines airport marketing and its environment, how to define and measure the market for airport services, airport strategic marketing planning, and individual elements of the airport marketing mix (product, price, distribution and promotion). The book integrates key elements of marketing theory with airport marketing in practice. Each chapter contains extensive industry examples for different types of airports from around the world to build on the theoretical base of the subject and show real-life applications. This new second edition has been updated to include: New and expanded content on branding and the passenger experience, marketing partnerships, engagement marketing and customer relationship management. Three brand new chapters on digital marketing, marketing for a more sustainable future, and crisis communications and marketing, in light of the COVID-19 pandemic. New, global case studies and examples throughout. This comprehensive textbook written by two airport marketing experts will be essential reading for air transport students and future managers |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | xxiv, 416 Seiten Illustrationen, Diagramme |
| ISBN: | 9780367483708 |
Staff View
MARC
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| 500 | |a Includes bibliographical references and index | ||
| 520 | |a "This accessible, up-to-date, comprehensive, and in-depth textbook introduces students and practitioners to the principles and practice of airport marketing as well as the major changes and future marketing challenges facing the airport sector. It applies principles of marketing within the airport industry, and examines airport marketing and its environment, how to define and measure the market for airport services, airport strategic marketing planning, and individual elements of the airport marketing mix (product, price, distribution and promotion). The book integrates key elements of marketing theory with airport marketing in practice. Each chapter contains extensive industry examples for different types of airports from around the world to build on the theoretical base of the subject and show real-life applications. This new second edition has been updated to include: New and expanded content on branding and the passenger experience, marketing partnerships, engagement marketing and customer relationship management. Three brand new chapters on digital marketing, marketing for a more sustainable future, and crisis communications and marketing, in light of the COVID-19 pandemic. New, global case studies and examples throughout. This comprehensive textbook written by two airport marketing experts will be essential reading for air transport students and future managers | ||
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Record in the Search Index
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| id | DE-604.BV047577935 |
| illustrated | Illustrated |
| index_date | 2024-07-03T18:32:36Z |
| indexdate | 2024-07-10T09:15:21Z |
| institution | BVB |
| isbn | 9780367483708 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032963365 |
| oclc_num | 1269426236 |
| open_access_boolean | |
| owner | DE-1050 DE-M347 |
| owner_facet | DE-1050 DE-M347 |
| physical | xxiv, 416 Seiten Illustrationen, Diagramme |
| publishDate | 2022 |
| publishDateSearch | 2022 |
| publishDateSort | 2022 |
| publisher | Routledge |
| record_format | marc |
| spelling | Halpern, Nigel 1974- Verfasser (DE-588)1255421118 aut Airport marketing Nigel Halpern and Anne Graham 2nd edition London ; New York Routledge 2022 xxiv, 416 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "This accessible, up-to-date, comprehensive, and in-depth textbook introduces students and practitioners to the principles and practice of airport marketing as well as the major changes and future marketing challenges facing the airport sector. It applies principles of marketing within the airport industry, and examines airport marketing and its environment, how to define and measure the market for airport services, airport strategic marketing planning, and individual elements of the airport marketing mix (product, price, distribution and promotion). The book integrates key elements of marketing theory with airport marketing in practice. Each chapter contains extensive industry examples for different types of airports from around the world to build on the theoretical base of the subject and show real-life applications. This new second edition has been updated to include: New and expanded content on branding and the passenger experience, marketing partnerships, engagement marketing and customer relationship management. Three brand new chapters on digital marketing, marketing for a more sustainable future, and crisis communications and marketing, in light of the COVID-19 pandemic. New, global case studies and examples throughout. This comprehensive textbook written by two airport marketing experts will be essential reading for air transport students and future managers Airports / Economic aspects Airports / Management Aeronautics, Commercial / Economic aspects Aeronautics, Commercial / Economic aspects fast Airports / Economic aspects fast Airports / Management fast Marketing (DE-588)4037589-4 gnd rswk-swf Flughafenbetrieb (DE-588)4113586-6 gnd rswk-swf Flughafenbetrieb (DE-588)4113586-6 s Marketing (DE-588)4037589-4 s DE-604 Graham, Anne 1958- Verfasser (DE-588)171439775 aut Erscheint auch als Druck-Ausgabe, hbk 978-0-367-48373-9 Erscheint auch als Online-Ausgabe 978-1-003-03956-3 |
| spellingShingle | Halpern, Nigel 1974- Graham, Anne 1958- Airport marketing Airports / Economic aspects Airports / Management Aeronautics, Commercial / Economic aspects Aeronautics, Commercial / Economic aspects fast Airports / Economic aspects fast Airports / Management fast Marketing (DE-588)4037589-4 gnd Flughafenbetrieb (DE-588)4113586-6 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4113586-6 |
| title | Airport marketing |
| title_auth | Airport marketing |
| title_exact_search | Airport marketing |
| title_exact_search_txtP | Airport marketing |
| title_full | Airport marketing Nigel Halpern and Anne Graham |
| title_fullStr | Airport marketing Nigel Halpern and Anne Graham |
| title_full_unstemmed | Airport marketing Nigel Halpern and Anne Graham |
| title_short | Airport marketing |
| title_sort | airport marketing |
| topic | Airports / Economic aspects Airports / Management Aeronautics, Commercial / Economic aspects Aeronautics, Commercial / Economic aspects fast Airports / Economic aspects fast Airports / Management fast Marketing (DE-588)4037589-4 gnd Flughafenbetrieb (DE-588)4113586-6 gnd |
| topic_facet | Airports / Economic aspects Airports / Management Aeronautics, Commercial / Economic aspects Marketing Flughafenbetrieb |
| work_keys_str_mv | AT halpernnigel airportmarketing AT grahamanne airportmarketing |