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A marketing teacher based in Britain, Shaw updates his textbook in light of what he calls the traumatic and tempestuous times being experienced by the aviation industry in recent years. He looks at the fundamentals of marketing, the market for air transport services, the marketing environment, business and marketing strategies, product analysis, pricing and revenue management, distributing the product, managing brands, relationship marketing, selling, advertising and promotional policies, and the future of airline marketing. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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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.Review:
'Overall, with the textual changes made and topics added, Shaw has ensured the latest edition of his book remains one of the leading textbooks on airline management and product planning.' --Aerlines, e-zine issue 53
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Book Description Ashgate Pub Ltd, 2004. Hardcover. Condition: Very Good. ***No Dj***. Seller Inventory # mon0000405583
Book Description Ashgate Publishing Limited, UK, 2004. Hardcover. Condition: Fine. Dust Jacket Condition: Fine. Fifth Edition. 308 Pages. Through five previous editions Airline Marketing and Management by Stephen Shaw has established itself as the preferred textbook for students of the principles of marketing and their application in today's airline industry; as well as a reliable reference work for those with a professional interest in the area. Carefully revised, the sixth edition of this internationally successful book includes new material on: ? The impact of the Trade Cycle and the current period of high oil prices on the demand for air travel. ? The effect of current trends towards regulatory reform and the relaxation of Ownership and Control rules on the structure of the international airline industry. ? The continuing strong impact of Low Cost Carriers, and the strategic options open to so-called 'Legacy' airlines as they respond to the challenges facing them. ? The setting up of new 'Business Class Only' airlines. Why are they appearing now, and what are their long-term chances of success? An initial review of the structure of the air transport market and the industry marketing environment is followed by detailed chapters examining airline business and marketing strategies, product design and management, pricing and revenue management, current and possible 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 the knowledge obtained regarding the significant strategic challenges facing aviation at the present time. 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. Contents: Introduction; The fundamentals; The market for air transport services; The marketing environment; Airline business and marketing strategies; Product analysis in airline marketing; Pricing and revenue management; Distributing the product; Brands management in airline marketing; Relationship marketing; Airline selling, advertising and promotional policies; The future of airline marketing; Glossaries; Index. Size: 2.5 x 16.5 x 24.8 cm. 320 pages. Quantity Available: 1. Category: Miscellaneous; Hardbacks; ISBN: 0754637581. ISBN/EAN: 9780754637585. Inventory No: X116-1017. This item is potentially heavy when packed and may require more postage than the rates shown. If extra postage is required we will contact you before processing your order and you will be given the details and option to decline the extra cost. 22 years of serving customers on ABE. A seller you can rely on. Seller Inventory # X116-1017
Book Description Ashgate Pub Ltd. Condition: Good. Ex-library, so some stamps and wear, but in good overall condition. Seller Inventory # Z1-C-009-00768
Book Description Ashgate Publishing Limited, 2004. Hardcover. Condition: Very Good. Slight Scratches on Dust Jacket Appears unread, may have minor damage from transit/storage. Next day dispatch from the UK (Mon-Fri). Please contact us with any queries. Seller Inventory # mon0000499710