Airport Marketing
Routledge (Verlag)
978-0-415-52939-6 (ISBN)
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This accessible book fills an important need for an up-to-date, comprehensive and in-depth textbook that introduces students and practitioners to the principles and practice of airport marketing as well as the major changes and future marketing challenges facing the airport sector. It applies principles of marketing within the airport industry, and examines airport marketing and its environment, how to define and measure the market for airport services, airport marketing planning, and individual elements of the airport marketing mix (product, price, promotion and distribution). The book integrates key elements of marketing theory with airport marketing in practice. Each chapter contains extensive industry examples for different types of airports from around the world to build on the theoretical base of the subject and show real-life applications.
The dynamic nature of the airport industry requires students and practitioners to have a thorough, up-to-date and contemporary appreciation of airport marketing issues and challenges. This comprehensive, accessible textbook written by two airport marketing experts satisfies this need and is essential reading for air transport students and future managers.
Nigel Halpern is Associate Professor at Molde University College. Nigel is also Senior Research Scientist with Molde Research Institute and Visiting Research Fellow with the Centre for Tourism Research at the University of Westminster. He was previously Principal Lecturer and Subject Group Director in Aviation at the Centre for Civil Aviation, London Metropolitan University. Nigel currently teaches and conducts research and consultancy in transport and tourism, focusing largely on airport marketing. Anne Graham is Reader in Air Transport and Tourism at the University of Westminster, having previously worked in air transport consultancy. She is Editor-in-Chief of the Journal of Air Transport Management and author of the Routledge book ‘Managing Airports’. She has been involved in air transport teaching, research and consultancy for over 25 years.
1. Introduction 2. The airport marketing environment 3. The market for airport services 4. Airport marketing research 5. Airport marketing planning 6. The airport product 7. Airport pricing 8. Promotion of airports 9. Airport distribution
Zusatzinfo | 53 Tables, black and white; 35 Line drawings, black and white; 34 Halftones, black and white; 69 Illustrations, black and white |
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Verlagsort | London |
Sprache | englisch |
Maße | 189 x 246 mm |
Gewicht | 544 g |
Themenwelt | Sachbuch/Ratgeber ► Sport |
Technik ► Luft- / Raumfahrttechnik | |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
Wirtschaft ► Volkswirtschaftslehre | |
ISBN-10 | 0-415-52939-5 / 0415529395 |
ISBN-13 | 978-0-415-52939-6 / 9780415529396 |
Zustand | Neuware |
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