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Airline Marketing and Management, Sixth Edition
Ashgate Publishing, July 2007, Pages: 336
Through five previous editions Airline Marketing and Management by Stephen Shaw has established itself as the preferred textbook for students of the principles of marketing and their application in today's airline industry; as well as a reliable reference work for those with a professional interest in the area.
Carefully revised, the sixth edition of this internationally successful book includes new material on:
- The impact of the Trade Cycle and the current period of high oil prices on the demand for air travel.
- The effect of current trends towards regulatory reform and the relaxation of Ownership and Control rules on the structure of the international airline industry.
- The continuing strong impact of Low Cost Carriers, and the strategic options open to so-called 'Legacy' airlines as they respond to the challenges facing them.
- The setting up of new 'Business Class Only' airlines. Why are they appearing now, and what are their long-term chances of success?
An initial review of the structure of the air transport market and the industry marketing environment is followed by detailed chapters examining airline business and marketing strategies, product design and management, pricing and revenue management, current and possible future distribution channels, and selling, advertising and promotional policies.
The reader will benefit from greater understanding of both marketing and airline industry jargon and from the knowledge obtained regarding the significant strategic challenges facing aviation at the present time.
Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.
Reviews
With ready availability of routes, more efficient aircraft and simplified sales distribution systems, the success of an airline depends centrally on the ability of managers to understand and correctly respond to market opportunities. This 6th edition of Stephen Shaw's respected book brings a framework to airline marketing that is essential reading to all involved in air transport.
Prof. Roger Wootton FREng, Course Director, Masters Air Transport Management, City University, London, UK
'Stephen Shaw's Airline Marketing and Management has set the standard for airline marketing textbooks. The sixth edition is as useful as the first was all those years ago and focuses on both the long-term problems that the industry continues to face, as well as the new ones that are constantly emerging. As the author points out, there is certainly no shortage of the latter, which makes a new edition of the book particularly timely.'
Barry Humphreys, Director of External Affairs & Route Development, Virgin Atlantic Airways
About the Author/Editor
Stephen Shaw is Managing Director of SSA Ltd, UK, a firm specialising in providing courses in marketing and economics to airlines and aerospace firms, located at Chinnor, Oxford, England.
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