From the Book - Regular Print - Fifth edition.
2 Market for Air Transport Services 6 --
2:1 What Business are we in? 6 --
2:2 Who is the "Customer"? 8 --
2:4 Segmentation of the Air Freight Market 39 --
Successful Airlines 47 --
3 Marketing Environment 49 --
3:3 PESTE Analysis - Economic Factors 64 --
Successful Airlines 73 --
4 Airline Business and Marketing Strategies 74 --
4:1 Porter's "Five Forces" and their Application to the Airline Industry 74 --
4:2 Strategic Families 84 --
4:3 "Differentiation" Airlines
4:4 "Focus" Strategies 125 --
4:5 Airline Business and Marketing Strategies
Successful Airlines 135 --
5 Product Analysis in Airline Marketing 136 --
5:1 What is the "Product"? 136 --
5:2 Theory of Product Analysis and its Application to the Airline Industry 136 --
5:3 Fleet and Schedules-Related Product Features 151 --
5:4 Customer Service-Related Product Features 160 --
5:5 Controlling Product Quality 166 --
5:6 Air Freight Product 168 --
Successful Airlines 172 --
6 Pricing and Revenue Management 174 --
6:1 Building Blocks in Airline Pricing Policy 174 --
6:2 "Uniform" and "Differential" Pricing 177 --
6:3 Structure of Air Freight Pricing 189 --
Successful Airlines 192 --
7 Distributing the Product 194 --
7:1 Distribution Channel Strategies 194 --
7:2 Travel Agency Distribution System 198 --
7:3 Global Distribution Systems (GDSs) 204 --
7:4 Distribution Channels in the Air Freight Market 210 --
Successful Airlines 212 --
8 Brands Management in Airline Marketing 213 --
8:1 "Brands" and "Commodities" 213 --
8:2 Brand-Building in the Airline Industry 218 --
8:3 Brand Strategies 223 --
Successful Airlines 227 --
9 Relationship Marketing 228 --
9:2 Components of a Relationship Marketing Strategy 231 --
9:3 Frequent Flyer Programmes 235 --
Successful Airlines 242 --
10 Airline Selling, Advertising and Promotional Policies 243 --
10:1 Anatomy of a Sale 243 --
10:2 Sales Planning 245 --
10:3 Marketing Communication Techniques 249 --
10:4 Airline Advertising 264 --
10:5 Selling in the Air Freight Market 273 --
Successful Airlines 275 --
11 Future of Airline Marketing 277.
