Airport Marketing examines the management vision of airport marketing in the post-September 11th environment, presenting in-depth analysis of current airport management practices for both aviation and non-aviation-related activities. The 'aviation-related activities' section covers how an airport as a company develops its own marketing relationship with carriers and, in a broader sense, with all actors within the air transport pipeline, with the aim of increasing the number of intermediate clients consistent with its chosen positioning. The 'non-aviation-related' section, by contrast, focuses on how best-in-class airports have been developing new powers of attraction to customers in their regions, well beyond the simple concept of airport retailing, by use of the so-called 'commercial airport' model. Finally, the impact of September 11th is shown in terms of increased security measures and the future of the aviation industry as a whole. An analysis of worldwide airport industry is provided in the final chapter. Airport Marketing is essential reading for airport managers, government agencies, airlines, consultants, contributors, advisors and sub-contractors to this industry, as well as both undergraduate and graduate level aviation students.
Table of Contents
Contents: The airport enterprise: role and scope of activity; The air transport value chain; The aviation-related SBU: the airport enterprise's technical core business; New marketing-driven paradigms for the airport enterprise's aviation-related business; The development of the non-aviation related value proposition; Achieving sustainable growth for the 'Commercial Airport' concept: the role of loyalty schemes; How to construct an airport marketing plan; September 11 Attacks; The Airport industry: an international picture; Afterword, Jean Cyrill Spinetta; Bibliography; Index.
David Jarach is Professor of Service Management and Marketing at Bocconi University, and Professor of Air Transport Marketing at SDA Bocconi Graduate School of Business, both in Milan, Italy, where he also teaches MA and MBA courses on marketing issues. He is also Visiting Professor at Toulouse Business School, Aerospace MBA, France. He has published two books, 15 academic articles (two of which recently appeared on the Journal of Air Transport Management) and he is a regular contributor to the main Italian newspapers on air transport issues. He is advisor to many Italian aviation entities and a member of the Executive Committee of the Air Transport Research Society (ATRS).
’Airport Marketing examines the new management vision of airport marketing in the post-September 11th environment, presenting in-depth analysis of current airport management practices for both aviation-related and non-aviation-related activities.' Momberger Airport Information, Germany ’This slim volume, the latest in the prolific Ashgate professional series, will appeal mainly to airport management and consultants, as well as aviation students.’ Airways Magazine, January 2006 ’Airport Marketing is important reading for airport managers and administrators, government agencies, airline executives and anyone else interested in the behind-the-scenes aspects of airport management.’ Collegiate Aviation News, Spring 2006 ’David Jarach provides a in-depth analyses of current airport management practices. This book reveals an interesting new management vision on airport marketing in the post-September 11th environment. This new perspective on airport business introduces the Commercial Airport -philosophy in which airports evolve from conservative, traditional airside core business providers to multipoint service-provider firms.’ Aerlines ,Autumn 2006 "... essential reading for students of aviation and airport managers at all levels. Though aimed at the airport industry, some of the lessons and apporoaches can readily be applied to other transport sectors." Logistics and Transport FOCUS, Dec 2006.