Marketing

Anne Graham, Nigel Halpern's Airport Marketing PDF

By Anne Graham, Nigel Halpern

ISBN-10: 0415529387

ISBN-13: 9780415529389

Lately, the airport region has moved from an characterized via public area possession and nationwide necessities, right into a new period of airport administration that's commencing to be ruled through the personal area and overseas gamers. Airports at the moment are complicated organizations that require a variety of company knowledge and talents to satisfy the wishes in their clients, simply as with all different undefined. additionally, deregulation of air delivery markets has made the airport area even more aggressive and given airports larger incentives to improve cutting edge, proactive and competitive advertising and marketing options so they can gain the advantages from those advancements. New different types of airline company version, corresponding to economical vendors, have emerged via deregulation, which in lots of situations require a very diversified method of be followed by means of airport agents and feature inspired a different deviation from earlier perform. The traveling public can also be changing into more matured and is usually putting better calls for at the airport operator to bring a top quality product at a time while extra stringent controls, particularly as regards safety, were brought.

This obtainable publication fills a major desire for an up to date, complete and in-depth textbook that introduces scholars and practitioners to the rules and perform of airport advertising in addition to the most important alterations and destiny advertising demanding situations dealing with the airport area. It applies ideas of promoting in the airport undefined, and examines airport advertising and its setting, how to find and degree the marketplace for airport companies, airport advertising and marketing making plans, and person components of the airport advertising and marketing combine (product, expense, merchandising and distribution). The e-book integrates key components of promoting idea with airport advertising in perform. each one bankruptcy includes wide examples for various different types of airports from world wide to construct at the theoretical base of the topic and exhibit real-life applications.

The dynamic nature of the airport calls for scholars and practitioners to have an intensive, updated and modern appreciation of airport advertising matters and demanding situations. This entire, obtainable textbook written via airport advertising specialists satisfies this desire and is key examining for air shipping scholars and destiny managers.

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Müller and H-M. Niemeier (eds) Airport Competition: The European Experience, Farnham: Ashgate. Williams, G. (2002) Airline Deregulation’s Mixed Legacy, Farnham: Ashgate. 12 Chapter 2 The airport marketing environment This chapter examines the environment in which airport marketing operates. It consists of three main sections. The first provides an introduction to the airport marketing environment, including the two main elements – the microenvironment and macroenvironment – and their role and importance for airport marketing.

It provides both opportunities and threats for airports and is constantly changing, often with dramatic and unpredictable consequences. It is therefore essential for airport marketers to fully develop their marketing research skills and techniques to ensure that a thorough and reliable knowledge and understanding of their unique marketing environment is gained. There are a number of ways that the marketing environment can be assessed. Cooper et al. (2008) identify four different levels. Level one is ‘the organisation’: marketing functions need to be well organised, well-resourced and integrated with other organisational functions.

Demand for aviation services has always very closely followed trends in income growth (Doganis, 2010). Typically, when income or gross domestic product (GDP) rises, passenger and cargo volumes increase; when GDP falls or stagnates, the reverse situation generally occurs. For leisure passengers this will clearly be the result of greater consumer confidence, more disposable income and higher levels of employment when there is economic prosperity. By contrast, when the economy slows down or moves into recession there will be less disposable income, higher unemployment and general insecurity.

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Airport Marketing by Anne Graham, Nigel Halpern


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