Examines principles of marketing applied to today's airline industry. Chapters include detailed discussions of product design and management, pricing and revenue management, distribution channels, and selling and advertising policies. Tells how marketing principles can be applied to maximize airline success, and gives a full range of practical relevant examples of successful and unsuccessful airline strategies from the global aviation industry. This fourth edition contains new chapters on brand and relationship marketing. Shaw is managing director of a firm specializing in providing courses in marketing and economics to airlines and aerospace firms.
- ISBN10 661109900X
- ISBN13 9786611099008
- Publish Date 1 July 2007 (first published 4 February 1986)
- Publish Status Active
- Out of Print 19 July 2011
- Publish Country US
- Imprint Ashgate Publishing
- Format eBook
- Pages 336
- Language English