Flying Off Course: Airline economics and marketing, 1st Edition (Paperback) book cover

Flying Off Course

Airline economics and marketing, 1st Edition

By Rigas Doganis


336 pages | 21 B/W Illus.

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pub: 2009-12-17
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The airline industry presents an enigma. High growth rates in recent decades have produced only marginal profitability. This book sets out to explain, in clear and simple terms, why this should be so. It provides a unique insight into the economics and marketing of international airlines.

Flying Off Course has established itself over the years as the indispensable guide to the inner workings of this exciting industry. This enlarged fourth edition, largely re-written and completely updated, takes into account the sweeping changes which have affected airlines in recent years. It includes much new material on many key topics such as airline costs, ‘open skies’ , air cargo economics, charters and new trends in airline pricing.

It also contains two exciting new chapters on the economics of the low-cost no frills carriers and on the future prospects of the industry.

The book provides a practical insight into key aspects of airline operations, planning and marketing within the conceptual framework of economics . It is given added force by the author’s hands-on former experiences as a Chairman and CEO of Olympic Airways and as a non-executive Director of South African Airways while he is currently a non-executive Director of easyJet.


The systematic and concise approach of this book makes it very enjoyable for readers learning the A to Z of airline economics, as well as developing a deeper understanding of this vibrant industry. Flying Off Course is a thought provoking book that should be essential reading for anyone interested in the airline industry.

  • Dr Fariba Alamdari, Vice President of Boeing Commercial Airplanes

Flying off Course captures perfectly the complexity of international aviation and the state of the industry. Only someone with an intimate knowledge of airlines could have produced a book of this range and depth, covering everything to do with the economics of flying – from the cyclical nature of the business to the role of technology, from the regulatory environment to product planning, and from demand forecasting to fare pricing.

  • James Hogan, Chief Executive Officer, Etihad Airways

Doganis once more lifts the bonnet of the international airline industry to examine its workings in detail, with the expertise of a seasoned insider. Relevant and essential reading for anyone interested in why this unique industry continues to generate tremendous consumer value yet at the same time destroys shareholder value

  • Brian Pearce, Chief Economist at IATA

Reading Flying Off Course is like going through a dedicated refresher course on our business followed by a profound discussion of its latest challenges. A must read to anyone involved in this amazing industry.

  • Fernando Abs da Cruz Souza Pinto, President Air Portugal

Because it covers so many aspects of airline economics and marketing, it should be on the desk or in the bookcase of every airline or airport executive, whatever their own area of expertise

  • Air Transport News

Table of Contents

Introduction 1. Characteristics and Trends in Airline Operations 2. Traditional Bilateralism: A Highly Regulated Industry 3. Liberalisation: Open Markets and Open Skies 4. The Structure of Airline Costs 5. Determinants of Airline Costs 6. The Low-Cost No-Frills Model 7. The Economics of Passenger Charters: The Other Low-Cost Model 8. Airline Marketing: The Role of Passenger Demand 9. Forecasting Demand 10. Product Planning 11. Pricing Policies and Fare Structures 12. The Economics of Air Freight 13. Future Challenges. Appendix A: Freedoms of the Air. Appendix B: Glossary of Common Air Transport Terms

About the Author

Rigas Doganis is a Consultant to Airline Industry and sits on the board of directors of easyJet. He is the author of The Airline Business and The Airport Business, also published by Routledge.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / International / General