Marketing Management in Air Transport (RLE Marketing)

1st Edition

Jack L. Grumbridge

Routledge
Published December 11, 2015
Reference - 148 Pages
ISBN 9781138995659 - CAT# Y210744
Series: Routledge Library Editions: Marketing

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Summary

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.

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