Airline marketing and management / Stephen Shaw.

• Machine generated contents note: 1. Fundamentals -- 1.1. What is Marketing? -- 1.1.1. Definition -- 1.1.2. `MarketingMix' -- 1.1.3. Stages in the Application of Marketing Principles to Airline Management -- 1.2. Benefits of a Marketing-Based Approach -- Successful Airlines -- 2. Market for Air Transport Services -- 2.1. What Business Are We In? -- 2.1.1. Transportation -- 2.1.2. Communication -- 2.1.3. Leisure -- 2.1.4. Logistics -- 2.1.5. Information -- 2.1.6. Selling Services -- 2.2. Who is the `Customer'? -- 2.2.1. Definitions -- 2.2.2. `Apparent' and `True' Needs -- 2.2.3. Industrial Buying Behaviour -- 2.2.4. `Customer' in the Business Air Travel Market -- 2.2.5. `Customer' in the Leisure Air Travel Market -- 2.2.6. `Customer' in the Air Freight Market -- 2.3. Market Segmentation: Air Passenger Market -- 2.3.1. Concept -- 2.3.2. Segmentation Variables in the A ir Passenger Market -- 2.3.3. Customer Requirements: Business Travel Market -- 2.3.4. Business Travel Market: Demographics and Psychographics -- 2.3.5. Leisure Segment of Demand -- 2.4. Segmentation of the Air Freight Market -- 2.4.1. Differences between the Air Passenger and Air Freight Markets -- 2.4.2. Segmentation Variables: A ir Freight Market -- Successful Airlines -- 3. Marketing Environment -- 3.1. Theoretical Basis: PESTE Analysis -- 3.2. PESTE Analysis: Political Factors -- 3.2.1. Terrorism Fears/Political Instability -- 3.2.2. Deregulation and `Open Skies' -- 3.2.3. Marketing Policies for a Deregulated Environment -- 3.2.4. Privatisation -- 3.2.5. `State Aid' -- 3.2.6. irport Slot A llocation -- 3.3. PESTE Analysis: Economic Factors -- 3.3.1. Economic Growth and the Trade Cycle -- 3.4. PESTE Analysis: Social Factors -- 3.4.1. Ageing Population -- 3.4.2. Changing Family Structures -- 3.4.3. Changing Tastes and Fashions in Holidays -- 3.4.4. Uncertain, Deregulated Labour Market -- 3.4.5. Female Business Traveller -- 3.5. PESTE Analysis: Technological Factors -- 3.5.1. Video-Conferencing -- 3.5.2. Internet -- 3.5.3. Surface Transport Investment -- 3.5.4. New Aircraft Developments -- 3.6. PESTE Analysis: Environmental Factors -- 3.6.1. Climate Change and Global Warming -- 3.6.2. Shortages of Infrastructure Capacity -- 3.6.3. `Tourism Saturation' -- Successful Airlines -- 4. Airline Business and Marketing Strategies -- 1.1. Porter's `Five Forces' and their Application to the Airline Industry -- 4.1.1. Rivalry amongst Existing Firms -- 4.1.2. Substitution -- 4.1.3. New Entry -- 4.1.4. Power of Customers -- 4.1.5. Power of Suppliers -- 4.1.6. `Disintermediation' -- 4.2. Strategic Families -- 4.2.1. Cost Leadership, Differentiation and Focus: The Principles -- 4.2.2. Cost Leadership in the Airline Industry: Background -- 4.2.3. `True Low Cost': Fundamentals of the Business Model -- 4.2.4. `Hybrid9Low-Cost Carrier Models -- 4.2.5. Cost Leader Airlines: Current Issues -- 4.2.6. Cost Leader Airlines: The Future -- 4.2.7. `Differentiation' in the Airline Industry -- 4.2.8. Airline Alliances -- 4.2.9. Airline Industry Consolidation: The Latest Developments -- 4.3. `Differentiation' Airlines: The Future -- 4.3.1. Concept of the `Legacy Airline' -- 4.3.2. `Legacy Airlines': Strategic Options -- 4.4. `Focus' Strategies -- 4.4.1. Types of Focusing in the Airline Industry -- 4.4.2. `Value Added' Focusing: `IntegratedCarriers' -- 4.4.3. `ValueAdded' Focusing: `All Business-Class' Airlines -- 4.4.4. `Low Cost' Focusing: Charter Airlines -- 4.4.5. `Lost-in-the-Middle' -- 4.5. Airline Business and Marketing Strategies: Common Mistakes -- 4.5.1. Objectives -- 4.5.2. Diversification vs Specialisation -- 4.5.3. Pace of Expansion -- 4.5.4. Competitive Response -- 4.5.5. `Control' -- 4.5.6. Over-Optimism/Fall-Back Position -- Successful Airlines -- 5. Product Analysis in Airline Marketing -- 5.1. What is the `Product'? -- 5.2. Theory of Product Analysis and its Application to the Airline Industry -- 5.2.1. Product Life Cycle -- 5.2.2. Product Life Cycles in the Aviation Industry -- 5.2.3. Managing a Product Portfolio: The `Boston Box' -- 5.2.4. Balancing Risk and Opportunity: The `Ansoff Matrix' -- 5.3. Fleet and Schedules-Related Product Features -- 5.3.1. Cabin Configuration and Classes of Service -- 5.3.2. Network, Frequencies and Timing -- 5.3.3. Punctuality -- 5.4. Customer Service-Related Product Features -- 5.4.1. Point-of-Sale Service -- 5.4.2. Reservations and Overbooking -- 5.4.3. Airport Service -- 5.4.4. In-Flight Service -- 5.5. Controlling Product Quality -- 5.6. Air Freight Product -- 5.6.1. Air Freight Capacity -- Successful Airlines -- 6. Pricing and Revenue Management -- 6.1. Building Blocks in Airline Pricing Policy -- 6.1.1. Pricing -- A Part of the Marketing Mix -- 6.1.2. Deregulation -- 6.1.3. Revenue Management Systems -- 6.1.4. `Willingness-to-Pay' and `Capturing the Value' -- 6.1.5. `A La Carte' Pricing -- 6.2. `Uniform' and `Differential' Pricing -- 6.2.1. Principles -- 6.2.2. Differential Pricing: A rguments in Favour -- 6.2.3. Differential Pricing: The Case Against -- 6.2.4. Management of Discount Fares -- 6.2.5. Pricing Response and Pricing Initiatives -- 6.3. Structure of Air Freight Pricing -- Successful Airlines -- 7. Distributing the Product -- 7.1. Distribution Channel Strategies -- 7.1.1. Types of Distribution Channel -- 7.1.2. Concept of `Super Profits1 -- 7.2. Travel Agency Distribution System -- 7.2.1. Advantages and Disadvantages -- 7.2.2. Today's Distribution Channels -- 7.2.3. Future of Distribution -- 7.3. Global Distribution Systems (GDSs) -- 7.3.1. History and Background -- 7.3.2. Current Issues -- 7.4. Distribution Channels in the Air Freight Market -- Successful Airlines -- 8. Brands Management in Airline Marketing -- 8.1. `Brands' and `Commodities' -- 8.1.1. What is a `Brand'? -- 8.1.2. Why Brands? -- 8.2. Brand-Building in the Airline Industry -- 8.2.1. Foundations for Brand-Building -- 8.2.2. Positioning Brands -- 8.2.3. Brand-Building Process -- 8.3. Brand Strategies -- Successful Airlines -- 9. Relationship Marketing -- 9.1. Fundamentals of Relationship Marketing -- 9.1.1. Some Definitions -- 9.1.2. Building Advocate Relationships -- 9.2. Components of a Relationship Marketing Strategy -- 9.2.1. Management of Quality -- 9.2.2. Customer Relations -- 9.2.3. Marketing Communication -- 9.2.4. Loyalty Schemes -- 9.3. Frequent Flyer Programmes -- 9.3.1. History and Current Status -- 9.3.2. FFPs: Programme Member Requirements -- 9.3.3. FFPs: A irline Reqiiirements -- 9.3.4. Future -- Successful Airlines -- 10. Airline Selling, Advertising and Promotional Policies -- 10.1. Anatomy of a Sale -- 10.1.1. AIDA Model and the SPIN Cycle -- 10.2. Sales Planning -- 10.2.1. Sales Budget -- 10.2.2. `Communications Mix' -- 10.3. Marketing Communication Techniques -- 10.3.1. Sponsorship Policy -- 10.3.2. Database Marketing -- 10.3.3. Media Relations -- 10.3.4. Field Sales Team -- 10.4. Airline Advertising -- 10.4.1. Functions of Advertising -- 10.4.2. Advertising Decisions -- 10.4.3. What are the Features of `Good' Airline Advertising? -- 10.5. Selling in the Air Freight Market -- 10.5.1. Sales Task in the Air Freight Market -- 10.5.2. Marketing Communication Methods -- Successful Airlines -- 11. Future of Airline Marketing.

Ämnesord

Flygbolag  (sao)

Marknadsföring  (sao)

Aeronautics, Commercial  -- Marketing. (LCSH)

Airlines  -- Marketing. (LCSH)

Marketing  (LCSH)

Klassifikation

HE9781 (LCC)

387.7/40688 (DDC)

Prdd (kssb/8 (machine generated))