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Fundamentals of Airline Marketing

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Author(s): Scott Ambrose and Blaise Waguespack
Series: Aviation Fundamentals
Publisher: Routledge
Year: 2020

Language: Russian

Cover
Half Title
Series Page
Title Page
Copyright Page
Dedication Page
Contents
List of figures
List of tables
List of boxes
Preface
Acknowledgments
1 Airline strategy and structure
2 Global influences: 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
Appendix
Index