Through six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry. It features new material on: *Changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of 'All Business Class' airlines. * An explanation of the US/EU 'Open Skies' agreement and analysis of its impact. *The increase in alliance activity and completion of several recent mergers, and the marketing advantages and disadvantages that have resulted. * Product adjustments that airlines must make to adapt to changes in the marketing environment, such as schedule re-adjustments and the reconfiguration of aircraft cabins. *Changes in pricing philosophies, with, for example, airlines moving to 'A La Carte' pricing, whereby baggage, catering and priority boarding are paid for as extras. *Airline websites and their role as both a selling and distributing tool. *The future of airline marketing. A review of the structure of the air transport market and the marketing environment is followed by detailed chapters examining business and marketing strategies, product design and management, pricing and revenue management, current and future distribution channels, and selling, advertising and promotional policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from knowledge obtained regarding the extraordinary strategic challenges now facing aviation. Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.
Stephen Shaw is Managing Director of SSA Ltd, UK, a firm specialising in providing courses in marketing and economics to airlines and aerospace firms, located at Chinnor, Oxford, England.
'For airlines throughout the world, the major issue over the last few years has been the achievement of profitable revenue. Stephen Shaw's excellent book is now updated in its seventh edition to cover the difficulties of the last few years and demonstrable solutions. It is a most valuable read for those who are involved in increasing sales and income in every aspect of airline activities.' Roger Wootton, City University, London, UK 'Steve Shaw’s book is an invaluable source of information for both those who are entering the industry and those who are seasoned professionals. It is as much relevant to those who are making policy as to those who are implementing an organisation’s strategy. It provides a thorough insight into best practice as well as reasoned approaches to marketing management and therefore becomes an effective check-list for managers at all levels in how to approach the aviation market. There is little doubt that managers who attend education programmes in the field of marketing will find this book a very useful companion long after the teaching has finished.' Richard Hill, Head of International Training at Rolls Royce plc '...an excellent foundation into the dynamic world of aviation marketing. The focus on both low cost and schedule airline marketing operations brings the reader up to date with the latest insights in the airline business. The book is not just educational but provides the reader with the tools to become an effective airline marketeer ' Brendan Noonan, SVP Learning & Development, Emirates Airline Group ’This, the seventh incarnation of Airline Marketing and Management, is a welcome addition to the Stephen Shaw stable. It remains great at getting down to the basics of both marketing and management by breaking topics down in a unique and interesting way that illuminates the topic rather than fragment it. Shaw is great at taking the reader to more advanced concepts quickly. He is able to do so by spending a good chunk of the boo