Airline Marketing and Management

The airline industry has encountered many challenges since the 1987 edition. Shaw, managing director of a UK firm offering courses in marketing and economics to airlines, introduces marketing as encompassing and calling for tradeoffs between product, price, promotion, and place. Given the unstable economy, competition from lowcost carriers, regulations, demographic trends, and terror threats, Political, Economic, Social, Technological and Environmental (PESTE) analysis is presented as a useful model for studying a firm's marketing environment. The balanced treatment includes tips for successful airlines, a look at the future of airline marketing, and glossaries of aviation and marketing terms. Annotation c2011 Book News, Inc., Portland, OR (booknews.com)

Stephen Shaw is Managing Director of SSA Ltd, UK, a firm specialising in providing courses in marketing and economics to airlines and aerospace firms, located at Chinnor, Oxford, England.