Book Review: Fundamentals of Airline Marketing
Abstract
"Fundamentals of Airline Marketing" is a comprehensive exploration of the complex field of airline marketing within the ever-evolving aviation industry. Authored by experts in the field, the book navigates through crucial dimensions such as airline strategy, global influences, digital marketing, market segmentation, and customer experience management. The book strategically integrates international case studies at the end of each chapter, offering readers a real-time lens into the challenges and innovations shaping the contemporary aviation industry. The book balances theoretical frameworks with practical insights, providing actionable strategies grounded in the industry's current realities. Especially, the inclusion of the Covid-19 pandemic underscores the book's timely relevance, positioning it as a resource for navigating uncertainties in the dynamic aviation landscape. This review underscores the book's academic rigor, practical applicability, and its significance for academics, students, and practitioners engaged in the evolving world of aviation development. "Fundamentals of Airline Marketing" emerges as an essential guide for understanding the multifaceted perspective of airline marketing within the global aviation environment.
Keywords
References
- Ambrose, S., & Waguespack, B. (2021). Fundamentals of airline marketing. Routledge.
- Christensen, C. M. (2003). The innovator's dilemma: The revolutionary book that will change the way you do business. New York: Harper Business Essentials.
- Doganis, R. (2009). Flying off course IV: airline economics and marketing. Routledge.
- New York Times (1983). Blunt talk on the phone. New York Times. Retrieved from https://www.nytimes.com/1983/02/24/business/blunt-talk-on-the-phone.html
- Nigam, S. (2016). Soar: How the World's Best Airline Brands Delight Customers and Inspire Employees. IdeaPress Publishing.
- Petzinger Jr, T. (1996). Hard landing: The epic contest for power and profits that plunged the airlines into chaos. New York: Three River Press.
- Porter, M. E. (1985). Competitive strategy: Creating and sustaining superior performance. New York: The Free Press.
- Shaw, S. (2016). Airline marketing and management. Routledge.
Details
Primary Language
English
Subjects
Air Transportation and Freight Services
Journal Section
Review Article
Authors
İnci Polat
*
Türkiye
Publication Date
December 31, 2023
Submission Date
November 15, 2023
Acceptance Date
December 15, 2023
Published in Issue
Year 2023 Volume: 3 Number: 2