Airline Marketing and Management

The Fourth Edition is an updated and important text for people with whom need basic principles in marketing and management explained as it applies to the airline industry.Airline Marketing and Management is a gem because it carefully breaks down major marketing and promotion concepts all the way down to smaller segments with great examples.This book is a classic. Readers will get an indepth understanding of aviation and, surprisingly, why the airline industry is still in shambles today. It covers the intricacies of product design and development, pricing and revenue management, pricing and revenue management, distribution channels, and selling and advertising policies.Many of the "tried and proven time after time" principles are, for the most part, still ignored by airline managers today. The author is diligent in his effort to examine "time-proven principles."This is a marketing book about the fundamentals. Can't move on until you got them down!

Great book for every travel startup founder

As a management consultant doing his first project in the Airline industry I researched some books with the objective of finding one that not only could give me a good business overview but that also covered some specific topics in which I was interested (e.g., Revenue Management and Distribution Channels).The book does a good job providing the overall picture of the business industry, always giving concrete and interesting examples of what is happening in the market. The book is well structured and covers the basic necessary topics in airline management.The book does not however go into a deep level of detail in each of the topics, and sometimes the author doesn't follow a very clear and sharp storyline. As the book doesn't go too deep on each topic, after some months working in the industry, a person will be familiar with most of what the book talks about.The conclusion is that the book serves well for a person initiating in this industry and that needs a broad understanding on a set of different topics without going into much unecessary detail. This is exactly its purpose.

Stephen Shaw's book covers almost all the framework of airline management and marketing under 300 pages. Being a strategic planning practitioner with an engineering background, I found this book quite revealing the airline marketing details and inspiring and guiding in the sense of putting airline management in perspective. Managers lacking the insight into the real differences between consumers and customers, for instance, may easily be misguided and target consumers as their customers without digesting the artful coverage of this book and start off on the wrong track from the very beginning.The book details out the airline marketing in eleven chapters. Almost all of them provide unique coverage of marketing and management from the standpoint of an airline, and this is a feature that you can't obtain by generic or general purpose marketing and management books. I believe this is a book very much worthwhile reading.

Well explained and very easy to understand!

I tried reading this book but couldn't get past the first few chapters. To be honest, it is really boring and not suitable for some readers. I only read business books but I really couldn't proceed on with this. The author should really do something that can keep the readers interested. Perhaps the addition of pictures, change the layout for some parts of the book, or whatever. This was literally a bedtime story for me.

This books provides the basic foundations and guidelines to Airline marketing that makes absolute sense especially focusing on the need for branding and differentiation in driving product choice growth; It effectively outlines the necessity to better understand consumers and drive growth via the matrix of consumer motivations and product relevannce through best practice and out of the box thinking required of the 21st century marketers.