This book is an account of the management and environmental aspects of marketing a major airline, at a time of rapid growth in the aviation industry. It brings out the problems involved in marketing a service as distinct from a commodity, and highlights the special aspects which flow from government interest in aviation and the peculiarities of the aviation market. Other chapters cover market research, an analytical review of airline pricing and co-operative agreements between airlines, as well as product planning and the marketing processes once the schedules are on sale.
Table of Contents
1. What is Marketing? 2. Marketing of a Service 3. Special Features of Air Transport 4. The Market for Air Transport 5. Market Research 6. Pricing 7. Co-operative Agreements Between Airlines 8. Product Planning 9. Attracting the Customer 10. Point of Sale 11. Distribution (Reservations) 12. Customer Service 13. Organisation of Marketing in an Airline
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