Airline E-Commerce: Log On. Take Off.

ISBN-13: 9780415775793 / Angielski / Twarda / 2016 / 588 str.

Hanke Michael

Opis

From the few tickets that were sold by Alaska Airlines and former British Midland in December 1995 via the industry s first airline booking engine websites, global online travel has grown to generate today more than half a trillion dollars in annual revenue. This development has brought significant changes to the airline business, travel markets, and consumers. Today, airlines worldwide not only use e-commerce for online marketing and selling but also as a platform to offer unique services and capabilities that have no counterpart in the physical world.

This book is an in-depth introduction to airline e-commerce. It covers a broad scope of areas that are essential to an airline s ongoing digital transformation.

• Digital properties & features
• E-marketing
• E-sales & distribution
• Web customer service
• E-commerce organization
• E-commerce strategy

Written by an airline e-commerce expert and illustrated with numerous examples of leading airlines in this area, Dr. Hanke provides for comprehensive "behind-the-scenes" details of how airline e-commerce works. This book is a crucial companion for students and practitioners alike because it allows the reader to acquire a thorough foundation of airline e-commerce. Furthermore, the book enables the reader to appreciate the ramifications of airline e-commerce in certain corporate areas and to take effective action for a successful e-commerce strategy."

Spis treści

1. Introduction  2. Digital Airline E-commerce Properties in Airline E-commerce  3. Airline E-Marketing  4. Airline E-Sales & Distribution  5. Multi-Channel Customer Service For Web Travellers: A Guide & How to Optimize It  6. The Airline E-commerce Organization  7. Airline E-commerce Strategy

O autorze

Michael Hanke, formerly with United Airlines, leading the carrier's worldwide e-commerce activities for united.com, is founder and managing director of SkaiBlu, an airline e-commerce consultancy based in the US. He received his doctorate in Air Transportation from Cranfield University, UK; his graduate studies were completed at the London School of Economics with an MSc in International Strategy and Diplomacy, and at Embry-Riddle Aeronautical University with an MBA. Michael earned his undergraduate degree in Business Administration at the University of Hamburg, Germany. He holds an FAA private pilot license.