Marketing Management in Air Transport (RLE Marketing) (Routledge Library Editions: Marketing)

By: Jack L. Grumbridge

ISBN-13: 9781138787247
ISBN-10: 1138787248
Published date: 2014-08-21
This book is an account of the management and environmental aspects of marketing a major airline, at a time of rapid growth in the aviation industry. It brings out the problems involved in marketing a service as distinct from a commodity, and highlights the special aspects which flow from government interest in aviation and the peculiarities of the aviation market. Other chapters cover market research, an analytical review of airline pricing and co-operative agreements between airlines, as well as product planning and the marketing processes once the schedules are on sale.