Fundamentals of airline marketing /

Bibliographic Details
Main Authors:	Ambrose, Scott (Author), Waguespack, Blaise (Author)
Corporate Author:	Taylor & Francis
Format:	eBook
Language:	English
Published:	New York : Routledge, 2021.
Series:	Aviation fundamentals
Subjects:	Aeronautics, Commercial > Marketing. Airlines > Marketing. Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

<P>1 Airline strategy and structure; 2 Global infl uences: the world in which airlines operate; 3 Technology: airline digital marketing; 4 Airline market segmentation; 5 Product: the expanded view of passenger air travel; 6 Place: airline channels of distribution; 7 Promotion: building airline brand loyalty; 8 Price: airline revenue generation and management; 9 Airline services, internal marketing, and human resources management; 10 Airline service quality: measuring and managing the customer experience</P>