📗 Libro en inglés AIRLINE MARKETING AND MANAGEMENT

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 airlin