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Airport Marketing
SPAR
kr 37

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.

It applies principles of marketing within the airport industry, and examines airport marketing and its environment, how to define and measure the market for airport services, airport strategic marketing planning and individual elements of the airport marketing mix (product, price, distribution and promotion). The book integrates key elements of marketing theory with airport marketing in practice. Each chapter contains extensive industry examples for different types of airports from around the world to build on the theoretical base of the subject and show real-life applications. This new second edition has been updated to include:

  • New and expanded content on branding and the passenger experience, marketing partnerships, engagement marketing and customer relationship management.
  • Three brand new chapters on digital marketing, marketing for a more sustainable future, and crisis communications and marketing, in light of the Covid-19 pandemic.
  • New, global case studies and examples throughout.

This comprehensive textbook written by two airport marketing experts will be essential reading for air transport students and future managers.

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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.

It applies principles of marketing within the airport industry, and examines airport marketing and its environment, how to define and measure the market for airport services, airport strategic marketing planning and individual elements of the airport marketing mix (product, price, distribution and promotion). The book integrates key elements of marketing theory with airport marketing in practice. Each chapter contains extensive industry examples for different types of airports from around the world to build on the theoretical base of the subject and show real-life applications. This new second edition has been updated to include:

  • New and expanded content on branding and the passenger experience, marketing partnerships, engagement marketing and customer relationship management.
  • Three brand new chapters on digital marketing, marketing for a more sustainable future, and crisis communications and marketing, in light of the Covid-19 pandemic.
  • New, global case studies and examples throughout.

This comprehensive textbook written by two airport marketing experts will be essential reading for air transport students and future managers.

Produktdetaljer
Sprog: Engelsk
Sider: 416
ISBN-13: 9780367483708
Indbinding: Paperback
Udgave:
ISBN-10: 036748370X
Kategori: Salg og marketing
Udg. Dato: 5 nov 2021
Længde: 24mm
Bredde: 173mm
Højde: 245mm
Oplagsdato: 5 nov 2021
Forfatter(e) Nigel (Molde University College Halpern, Anne (University of Westminster Graham, Anne Graham, Nigel Halpern


Kategori Salg og marketing


Sprog Engelsk


Indbinding Paperback


Sider 416


Udgave


Længde 24mm


Bredde 173mm


Højde 245mm


Udg. Dato 5 nov 2021


Oplagsdato 5 nov 2021

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