Airport Marketing

ISBN-13: 9780367483708 / Angielski / Miękka / 2021 / 416 str.

Nigel Halpern; Anne Graham

Opis

This accessible, up-to-date, comprehensive, and in-depth textbook introduces students and practitioners to the principles and practice of airport marketing as well as the major changes and future marketing challenges facing the airport sector.

Spis treści

1 Introduction.  2 The airport marketing environment.  3 Airport customers and segmentation.  4 Airport marketing research and route development.  5 Airport strategic marketing planning.  6 The airport product, brand and experience.  7 Airport pricing and incentives.  8 Airport distribution and customer relationships.  9 Airport promotional mix, partnerships and engagement.  10 Airport digital marketing.  11 Airport marketing for a more sustainable future.  12 Airport crisis communications and marketing.