Applying fundamentals of marketing to commercial passenger air transportation, this textbook puts the emphasis on marketing principles and illustrative ways in which airlines can distinguish themselves within the highly competitive global marketplace.
Fundamentals of Airline Marketing begins with a survey of current airline business strategies and the macro forces that have shaped the airline industry in the past and will continue to do so in the future. The growing importance of technology is discussed both from the perspective of better understanding customer needs and engaging more effectively with them. The central role of the "customer" is explored through the lens of modern segmentation and branding approaches. Coverage then shifts to the tactical decision areas consisting of the 4Ps—product, place, promotion, and price—in which marketers shape and execute their strategies. The book concludes with a focus on executing marketing initiatives internally through customer-facing employee groups and externally through the measurement and management of the customer experience.
Fundamentals of Airline Marketing:
- is an accessible textbook on the fundamentals of marketing for commercial passenger air transportation
- chronicles the marketing innovations and controversies that have been central to the historic shift in airline fortunes
- demonstrates how airline decisions fit within the fundamentals of marketing and how the marketplace is continuing to evolve
- provides a bridge between key marketing principles and their specific application to the airline industry in each chapter
This textbook is written primarily for undergraduate college students enrolled in aviation business administration programs and related courses. It will also serve as an accessible primer on airline marketing for industry professionals not presently working in marketing and for frontline airline employees seeking to learn more about marketing.
1 Airline strategy and structure; 2 Global infl uences: the world in which airlines operate; 3 Technology: airline digital marketing; 4 Airline market segmentation; 5 Product: the expanded view of passenger air travel; 6 Place: airline channels of distribution; 7 Promotion: building airline brand loyalty; 8 Price: airline revenue generation and management; 9 Airline services, internal marketing, and human resources management; 10 Airline service quality: measuring and managing the customer experience
Biography
Scott Ambrose is an Assistant Professor of Marketing at Embry–Riddle Aeronautical University, Daytona Beach. A former marketing employee of a major US airline, Dr. Ambrose has numerous scholarly articles in leading marketing and sales journals. He has also taught airline marketing seminars for industry executives.
Blaise Waguespack is a Professor of Marketing at Embry–Riddle Aeronautical University, Daytona Beach. A member of the Air Transportation Research Society and Atlantic Marketing Association, Professor Waguespack has published scholarly articles in leading aviation and marketing journals and co-developed the Airline Service Quality Index.
"Marketing has always been a vital part of the success of global airlines. The current pandemic will make it even more important as airlines seek to address another challenge to their survival. If the last two decades have been about unbundling, creating value with ancillary services, and raising the bar on service quality, then the new decade will bring its own opportunities and threats. This book provides the standard basics of any good marketing text, but it goes beyond the ordinary to provide insight into the future of the industry. Whether they are talking about big data, new digital marketing or legal and ethical issues in pricing, this book offers a clear and concise way to understand the airline industry. The case studies at the end of each chapter help illustrate the concepts discussed and allow the reader to see how the material applies in real world situations. I would highly recommend this book for anyone with an interest in this dynamic industry." – Dawna L. Rhoades, Embry–Riddle Aeronautical University, USA
"The one constant in the global airline industry is the dynamic, sudden, and impactful changes that always seem to arise. From going from record profits to being hit by the drastic impact of COVID-19, airlines around the world, whether small or large; local or global; always need a strong Marketing vision to succeed despite varying conditions.
Fundamentals of Airline Marketing by Blaise Waguespack, Jr. and Scott Ambrose not only gives the reader the fundamentals of what every airline need to do, but it also lays a strong foundation showing how future trends will adjust the shape of marketing for years to come. Coupled with the real-world case studies embedded within each chapter, this book provides readers everything they need to know about the crazy topic that is Airline Marketing." – Sam Patel, Vice President, Network Planning, GoAir
"This book goes beyond just setting the standard for academic analysis of airline marketing fundamentals. The text is anchored in establishing a thorough analysis and assessment of airline marketing fundamentals. This is no easy task given the fast-paced, always-changing nature of the airline industry, which has witnessed dramatic changes in marketing strategy, positioning, brand alignment and segmentation. The rigors of each chapter are reinforced with a case study to frame academic application in a real-world context.
This book provides a fresh look at airline marketing broadly and as well as both tactical and strategic developments in the field. Dr. Waguespack and Ambrose provide not just historical context but how they will shape the future as well. This book is sure to become a reference piece for years to come. It’s easy-to-read and real-world application make it a great book for academics, professionals or those interested in airline marketing broadly." – Brian J. Rynott, Director, Alinda Capital Partners, Global Private Equity, Aircraft Leasing, Aviation & Transportation Executive
