OUT NOW

Airline Marketing and Management

Stephen Shaw, SSA Ltd, Oxfordshire, UK
Discover how to
apply marketing principles
to maximise airline success
and survival.
Thoroughly revised
and updated.

Now in its Seventh

edition

www.ashgate.com/aviation

OUT NOW

Airline Marketing and Management

Stephen Shaw, SSA Ltd, Oxfordshire, UK

Now in its Seventh

edition

Through six previous editions, Airline Marketing and Management has established itself
as the leading textbook for students of marketing and its application to today's airline
industry, and as a reference work for those with a professional interest in the area.
Carefully revised, the seventh edition of this internationally successful book examines
an exceptionally turbulent period for the industry. It features new material on:
Changes in customer needs, particularly
regarding more business travellers
choosing or being forced to travel
economy, and analysis of the bankruptcy
of 'All Business Class' airlines.
An explanation of the US/EU
'Open Skies' agreement and analysis
of its impact
The increase in alliance activity and
completion of several recent mergers,
and the marketing advantages and
disadvantages that have resulted.
Product adjustments that airlines
must make to adapt to changes in
the marketing environment, such
as schedule re-adjustments and the
reconfiguration of aircraft cabins.
Changes in pricing philosophies, with,
for example, airlines moving to 'A La
Carte' pricing, whereby baggage,
catering and priority boarding are paid
for as extras.

Airline websites and their role as both

a selling and distributing tool.
The future of airline marketing.
A review of the structure of the air
transport market and the marketing
environment is followed by detailed
chapters examining business and marketing
strategies, product design and management,
pricing and revenue management, current
and 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
knowledge obtained regarding the
extraordinary strategic challenges now
facing aviation. Written in a straightforward,
easy-to-read style and combining upto-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.
Order your copy/copies today.

Available for download: detailed contents listing, introduction and index

www.ashgate.com/isbn/9781409401490

 Includes the very latest developments, yet has been proven through the test of
time, and used world-wide for more than 20 years.
Full of practical and relevant examples of successful and unsuccessful airline
strategies, drawn from the global aviation industry.
Reflects the major changes and extraordinary pressures on the airline industry
owing to the economic downturn.

Contents
Introduction
1. The fundamentals
2. The market for air transport services
3. The marketing environment
4. Airline business and marketing strategies
5. Product analysis in airline marketing
6. Pricing and revenue management
7. Distributing the product
8. Brands management in airline marketing
9. Relationship marketing
10. Airline selling, advertising and promotional policies
11. The future of airline marketing
Glossary of aviation terms
Glossary of marketing terms
Index.

Attention course tutors

Over 20 years Airline Marketing and Management has
established itself as a core text for many aviation
management courses. Tutors who want to evaluate
the Seventh Edition for their courses may apply
for a paperback inspection copy. More details:
www.ashgate.com/inspectioncopy

Order on line from the Ashgate website and save 10%. www.ashgate.com

The Author
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.

July 2011
378 pages
978-1-4094-0149-0

Paperback
20.00

ebook 978-1-4094-0148-3
www.ashgate.com/ebooks

Discounts
on multiple
copy orders
(10 copies or more)
For more information
please contact:
The International
Sales Department,
Ashgate Publishing Ltd,
Wey Court East,
Union Road, Farnham,
Surrey, GU9 7PT, UK.
Email: info@ashgatepublishing.com
Tel: +44 (0)1252 736600
Fax: +44 (0)1252 736736

Also available in Hardback:

378 pages

978-1-4094-0147-6

75.00

About the Seventh Edition

'For airlines throughout the world,
the major issue over the last few years
has been the achievement of profitable
revenue. Stephen Shaw's excellent book
is now updated in its seventh edition to
cover the difficulties of the last few years
and demonstrable solutions. It is a most
valuable read for those who are involved
in increasing sales and income in every
aspect of airline activities.'
Roger Wootton, City University, London, UK
'Steve Shaws book is an invaluable source of
information for both those who are entering the industry
and those who are seasoned professionals. It is as much relevant
to those who are making policy as to those who are implementing an
organisations strategy. It provides a thorough insight into best practice
as well as reasoned approaches to marketing management and therefore
becomes an effective check-list for managers at all levels in how to approach
the aviation market. There is little doubt that managers who attend education
programmes in the field of marketing will find this book a very useful
companion long after the teaching has finished.'
Richard Hill, Head of International Training at Rolls Royce plc
'an excellent foundation into the dynamic world of aviation marketing.
The focus on both low cost and schedule airline marketing operations brings
the reader up to date with the latest insights in the airline business. The book
is not just educational but provides the reader with the tools to become an
effective airline marketeer '
Brendan Noonan, SVP Learning & Development, Emirates Airline Group

Also available:
Ashgate 2011 Aviation Catalogue

Aviation 2011

This catalogue includes Ashgates extensive list of Aviation

books, including new and forthcoming titles. It covers a
variety of subject interests:
Aviation Management; Aviation Business and Economics;
Aviation Law, Policy and Regulation; Airlines and Airports;
Human Factors in Aviation; Maintenance; Aviation Systems
and Operations; Aviation Training and Selection and
Aviation Psychology.

ASHGATE

www.ashgate.com/aviation

Order a printed copy by going to:

www.ashgate.com/cataloguerequest
Download a pdf version from:
www.ashgate.com/cataloguedownload

www.ashgate.com/aviation
Ordering Information:
Online: www.ashgate.com
Email: ashgate@bookpoint.co.uk
Telephone: +44 (0)1235 827730
Fax: +44 (0)1235 400454
Mail to: Bookpoint Ltd, Ashgate Publishing Direct Sales,
130 Milton Park, Abingdon, Oxon, OX14 4SB, UK

Cover Image:
Cloudscape
photographed by Sborisov
123RF.com

Quoting the leaflet code S11EVZ

Prices, publication dates and contents are subject to change without notice. We endeavour to despatch all orders within
5 working days. In the event a product is not available, your order will be recorded and the product despatched as
soon as possible.

S11EVZ 06/11