Airline Marketing and Management

Rating:
Summary: An essential airline management and marketing text.
Review: The Fourth Edition is an updated and important text for people with whom need basic principles in marketing and management explained as it applies to the airline industry.

Airline Marketing and Management is a gem because it carefully breaks down major marketing and promotion concepts all the way down to smaller segments with great examples.

This book is a classic. Readers will get an indepth understanding of aviation and, surprisingly, why the airline industry is still in shambles today. It covers the intricacies of product design and development, pricing and revenue management, pricing and revenue management, distribution channels, and selling and advertising policies.

Many of the "tried and proven time after time" principles are, for the most part, still ignored by airline managers today. The author is diligent in his effort to examine "time-proven principles."

This is a marketing book about the fundamentals. Can't move on until you got them down!