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Airline Marketing and Management

Stephen Shaw,SSA Ltd, Oxfordshire, UK

Dscor ow toapply marktng prncpls

to maxms arln succss

and sural.

Torougly rsd

and updatd.

www.ashgate.com/aviation

OUT NOW

Now n ts SeveNTh eDiTiON

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Airline Marketing and ManagementStephen Shaw,SSA Ltd, Oxfordshire, UK

OUT NOW

Now n ts SeveNTh eDiTiON

Cangs n customr nds, partcularlyrgardng mor busnss trallrscoosng or bng forcd to tralconomy, and analyss of t bankruptcyof 'All Busnss Class' arlns.

An xplanaton of t US/eU

'Open Skies' agreement and analysisof ts mpact

T ncras n allanc actty andcomplton of sral rcnt mrgrs,and t marktng adantags anddsadantags tat a rsultd.

Product adjustmnts tat arlnsmust mak to adapt to cangs n

t marktng nronmnt, sucas scdul r-adjustmnts and trconguraton of arcraft cabns.

Cangs n prcng plosops, wt,for xampl, arlns mong to 'A LaCart' prcng, wrby baggag,catrng and prorty boardng ar padfor as xtras.

Arln wbsts and tr rol as bota sllng and dstrbutng tool.

T futur of arln marktng.

A rw of t structur of t artransport market and the marketing

nronmnt s followd by dtald

captrs xamnng busnss and marktngstratgs, product dsgn and managmnt,prcng and rnu managmnt, currntand futur dstrbuton cannls, andsllng, adrtsng and promotonalpolcs. T radr wll bnt fromgreater understanding of both marketing

and arln ndustry jargon and from

knowldg obtand rgardng txtraordnary stratgc callngs nowfacng aaton. Wrttn n a stragtforward,asy-to-rad styl and combnng up-to-dat and rlant xampls drawnfrom t worldwd aaton ndustry,ts nw dton wll furtr nanc tbook's rputaton for prodng t dal

ntroducton to t subjct.Ordr your copy/cops today.

Troug sx prous dtons,Airline Marketing and Managementhas established itselfas t ladng txtbook for studnts of marktng and ts applcaton to today's arlnndustry, and as a rfrnc work for tos wt a profssonal ntrst n t ara.Carfully rsd, t snt dton of ts ntrnatonally succssful book xamns

an xcptonally turbulnt prod for t ndustry. it faturs nw matral on:

Available for download: detailed contents listing, introduction and index

www.ashgate.com/isbn/9781409401490

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Order on line from the Ashgate website and save 10%. www.ashgate.com

includs t ry latst dlopmnts, yt as bn pron troug t tst oftm, and usd world-wd for mor tan 20 yars.

Full of practcal and rlant xampls of succssful and unsuccssful arlnstratgs, drawn from t global aaton ndustry.

Rcts t major cangs and xtraordnary prssurs on t arln ndustry

owng to t conomc downturn.

ContentsIntroduction

1. T fundamntals

2. T markt for ar transport srcs

3. T marktng nronmnt4. Arln busnss and marktng stratgs5. Product analyss n arln marktng6. Prcng and rnu managmnt

7. Dstrbutng t product8. Brands managmnt n arln marktng9. Rlatonsp marktng

10. Arln sllng, adrtsng and promotonal polcs

11. T futur of arln marktngGlossary of aviation terms

Glossary of marketing terms

Index.

Attention course tutorsOr 20 yarsAirline Marketing and Management has

stablsd tslf as a cor txt for many aaton

managmnt courss. Tutors wo want to aluat

t Snt edton for tr courss may apply

for a paprback nspcton copy. Mor dtals:www.asgat.com/nspctoncopy

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Also available in Hardback: 378 pages 978-1-4094-0147-6 75.00

July 2011 378 pags Paprback978-1-4094-0149-0 20.00

book 978-1-4094-0148-3www.asgat.com/books

The AuthorStephen Shaws Managng Drctor of SSA Ltd, UK, a rm spcalsng

n prodng courss n marktng and conomcs to arlns and arospacrms, locatd at Cnnor, Oxford, england.

Discounts

on multiple

copy orders

(10 cops or mor)For mor nformaton

plas contact:

T intrnatonalSals Dpartmnt,

Asgat Publsng Ltd,

Wy Court east,Unon Road, Farnam,

Surry, GU9 7PT, UK.

emal: nfo@asgatpublsng.com

Tl: +44 (0)1252 736600

Fax: +44 (0)1252 736736

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'For airlines throughout the world,

the major issue over the last ew yearshas been the achievement o profitablerevenue. Stephen Shaw's excellent bookis now updated in its seventh edition tocover the difficulties o the last ew yearsand demonstrable solutions. It is a mostvaluable read or those who are involved

in increasing sales and income in everyaspect o airline activities.'Roger Wootton, City University, London, UK

'Steve Shaws book is an invaluable source oinormation or both those who are entering the industryand those who are seasoned proessionals. It is as much relevantto those who are making policy as to those who are implementing an

organisations strategy. It provides a thorough insight into best practiceas well as reasoned approaches to marketing management and thereorebecomes an effective check-list or managers at all levels in how to approachthe aviation market. Tere is little doubt that managers who attend education

programmes in the field o marketing will find this book a very useulcompanion long afer the teaching has finished.'Richard Hill, Head of International Training at Rolls Royce plc

'an excellent oundation into the dynamic world o aviation marketing.Te ocus on both low cost and schedule airline marketing operations bringsthe reader up to date with the latest insights in the airline business. Te bookis not just educational but provides the reader with the tools to become aneffective airline marketeer 'Brendan Noonan, SVP Learning & Development, Emirates Airline Group

About the Seventh Edition

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ORDERINGINFORMATION:

ONLINE: www.ashgate.com

EMAIL: ashgate@bookpoint.co.uk

TELEPHONE: +44 (0)1235 827730

FAX: +44 (0)1235 400454

MAILTO: Bookpoint Ltd, Ashgate Publishing Direct Sales,

130 Milton Park, Abingdon, Oxon, OX14 4SB, UK

Quoting the leaflet code S11EVZ

Prices, publication dates and contents are subject to change without notice. We endeavour to despatch all orders within5 working days. In the event a product is not available, your order will be recorded and the product despatched assoon as possible.

S11EVZ 06/11

www.ashgate.com/aviation

Cover Image:

Cloudscape

photographed by Sborisov

123RF.com

Aviation 2011

www.ashgate.com/aviationASHGATE

Also available:

Ashgate 2011 Aviation Catalogue

This catalogue includes Ashgates extensive list of Aviation

books, including new and forthcoming titles. It covers a

variety of subject interests:

Aviation Management; Aviation Business and Economics;

Aviation Law, Policy and Regulation; Airlines and Airports;

Human Factors in Aviation; Maintenance; Aviation Systems

and Operations; Aviation Training and Selection and

Aviation Psychology.

Order a printed copy by going to:

www.ashgate.com/cataloguerequest

Download a pdf version from:

www.ashgate.com/cataloguedownload