國立虎尾科技大學 |

Fundamentals of airline marketing

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Fundamentals of airline marketing/ Scott Ambrose and Blaise Waguespack.
作者:	Ambrose, Scott.
其他作者:	Waguespack, Blaise.
出版者:	New York :Routledge, : 2021.,
面頁冊數:	1 online resource (xix, 213 p.) :ill. :
標題:	Aeronautics, Commercial - Marketing. -
電子資源:	https://www.taylorfrancis.com/books/9780429057731
ISBN:	9780429057731

Fundamentals of airline marketing
Ambrose, Scott.

Fundamentals of airline marketing[electronic resource] /Scott Ambrose and Blaise Waguespack. - New York :Routledge,2021. - 1 online resource (xix, 213 p.) :ill. - Aviation fundamentals.

<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>

"Applying fundamentals of marketing to commercial passenger air transportation, this textbook puts the emphasis on marketing principles and illustrative ways in which airlines can distinguish themselves within the highly competitiveglobal marketplace. Airline Marketing begins with a survey of current airline business strategies and the macro forces that have shaped the airline industry in the past and will continue to do so in the future. The growing importance of technology is discussed both from the perspective of better understanding customer needs and engaging more effectively with them. The central role of the "customer" is explored through the lens of modern segmentation and branding approaches. Coverage then shifts to the tactical decision areas consisting of the 4Ps - product, place, promotion and price - in which marketers shape and execute their strategies. The book concludes with a focus on executing marketing initiatives internally through customer-facing employee groups and externally through the measurement and management of the customer experience. This textbook is written primarily for undergraduate college students enrolled in aviation business administration programs and related courses. It will also serve as an accessible primer on airline marketing for industry professionals not presently working in marketing and for frontline airline employees seeking to learn more about marketing"--

ISBN: 9780429057731Subjects--Topical Terms:

1459325
Aeronautics, Commercial
--Marketing.Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HE9781

Dewey Class. No.: 387.7068/8

Fundamentals of airline marketing
LDR:03054nam a2200337 a 4500 001 1136506
006 m d
007 cr nn muauu
008 241218s2021 nyua ob 001 0 eng
020 $a 9780429057731 $q (ebook)
020 $a 0429057733 $q (ebook)
020 $a 9780429614163 $q (epub)
020 $a 0429614160 $q (epub)
020 $a 9780429615375 $q (PDF ebook)
020 $a 042961537X $q (PDF ebook)
020 $a 9780429612954 $q (electronic bk. ; $q Mobipocket)
020 $a 0429612958 $q (electronic bk. ; $q Mobipocket)
020 $a 9780367178024 $q (hardback)
020 $a 9780367178031 $q (paperback)
035 $a (OCoLC)1226073503
035 $a 9780429057731
040 $a OCoLC-P $b eng $c OCoLC-P
041 0 $a eng
050 0 0 $a HE9781
082 0 0 $a 387.7068/8 $2 23
100 1 $a Ambrose, Scott. $3 1459323
245 1 0 $a Fundamentals of airline marketing $h [electronic resource] / $c Scott Ambrose and Blaise Waguespack.
260 $a New York : $b Routledge, $c 2021.
300 $a 1 online resource (xix, 213 p.) : $b ill.
490 0 $a Aviation fundamentals
505 0 $a <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>
520 $a "Applying fundamentals of marketing to commercial passenger air transportation, this textbook puts the emphasis on marketing principles and illustrative ways in which airlines can distinguish themselves within the highly competitiveglobal marketplace. Airline Marketing begins with a survey of current airline business strategies and the macro forces that have shaped the airline industry in the past and will continue to do so in the future. The growing importance of technology is discussed both from the perspective of better understanding customer needs and engaging more effectively with them. The central role of the "customer" is explored through the lens of modern segmentation and branding approaches. Coverage then shifts to the tactical decision areas consisting of the 4Ps - product, place, promotion and price - in which marketers shape and execute their strategies. The book concludes with a focus on executing marketing initiatives internally through customer-facing employee groups and externally through the measurement and management of the customer experience. This textbook is written primarily for undergraduate college students enrolled in aviation business administration programs and related courses. It will also serve as an accessible primer on airline marketing for industry professionals not presently working in marketing and for frontline airline employees seeking to learn more about marketing"-- $c Provided by publisher.
650 0 $a Aeronautics, Commercial $x Marketing. $3 1459325
650 0 $a Airlines $x Marketing. $3 1459326
650 7 $a TRANSPORTATION / Aviation / General $2 bisacsh $3 1459327
650 7 $a TECHNOLOGY / Aeronautics & Astronautics $2 bisacsh $3 1459146
655 4 $a Electronic books. $2 local $3 554714
700 1 $a Waguespack, Blaise. $3 1459324
856 4 0 $u https://www.taylorfrancis.com/books/9780429057731