Airport Marketing

From an industry characterized by public sector ownership and national requirements, the airport sector has moved in recent years into a new era of airport management - one which is beginning to be dominated by international players and the private sector. Now, in order to meet the needs of their users, airports are complex enterprises requiring a wide range of skills and business competencies, similar to the ways of other industries. Furthermore, the airport sector has been made much more competitive by the deregulation of air transportation markets, which has also given airports greater incentives to develop proactive, innovative, and aggressive marketing strategies so that the benefits from these developments can be realized. Through deregulation, new types of airline business models have emerged; in many cases a completely different approach is required to be adopted by airport markets, resulting in a further deviation from past practice. In addition, the traveling public is becoming more experienced, and pressure for airport operators to deliver a quality product in the face of more stringent controls, such as security, is increasing. Principles of marketing within the airport industry are applied in this book, and airport marketing and its environment are examined, as well as how to define and measure the market for airport services, airport marketing planning, and individual elements of the airport marketing mix (product, price, promotion and distribution). Key elements of marketing theory with airport marketing in practice are aggregated. Extensive industry examples for different types of airports from around the world are included in each chapter in order to show real-life applications and build on the theoretical base of the subject.

• Summary URL:
  • http://www.routledge.com/books/details/9780415529396/
• Availability:
  • Find a library where document is available. Order URL: http://www.routledge.com/books/details/9780415529396/
• Corporate Authors:

  Routledge

  4 Park Square, Milton Park
  Abingdon,   United Kingdom  OX14 4RN
• Authors:
  • Halpern, Nigel
  • Graham, Anne
• Publication Date: 2013-6-3

Language

• English

Media Info

• Media Type: Web
• Pagination: 230p

Subject/Index Terms

• TRT Terms: Air transportation; Airports; Case studies; Deregulation; Low cost carriers; Marketing; Pricing; Promotion; Security
• Uncontrolled Terms: Airport security
• Subject Areas: Administration and Management; Aviation; Terminals and Facilities; I10: Economics and Administration;

Filing Info

• Accession Number: 01516214
• Record Type: Publication
• ISBN: 9780415529396
• Files: TRIS
• Created Date: Feb 28 2014 12:32PM