LEADER 00000cam  2200697 i 4500 
001    1226073503 
003    OCoLC 
005    20210702123704.2 
006    m    d   | |       
007    cr ||||||||||| 
008    201130s2021    nyu     ob    001 0 eng   
010    2020050459 
020    9780429614163|q(epub) 
020    0429614160 
020    9780429057731|q(ebook) 
020    0429057733 
020    9780429615375|q(PDF ebook) 
020    042961537X 
020    9780429612954|q(electronic bk. : Mobipocket) 
020    0429612958|q(electronic bk. : Mobipocket) 
020    |z9780367178024|q(hardback) 
020    |z9780367178031|q(paperback) 
024 7  10.4324/9780429057731|2doi 
035    (OCoLC)1226073503 
035    Taylor & Francis All eBooks 
035    skip4alma 
037    9780429614163|bIngram Content Group 
037    9780429057731|bTaylor & Francis 
040    DLC|beng|erda|cDLC|dOCLCF|dYDX|dUKMGB|dDLC|dOCLCO|dUKAHL
       |dTYFRS 
042    pcc 
049    txum 
050 00 HE9781eb 
072  7 TRA|x002000|2bisacsh 
072  7 TEC|x002000|2bisacsh 
072  7 KNGV|2bicssc 
100 1  Ambrose, Scott,|eauthor. 
245 10 Fundamentals of airline marketing /|cScott Ambrose and 
       Blaise Waguespack. 
264  1 New York :|bRoutledge,|c2021. 
300    1 online resource. 
336    text|btxt|2rdacontent 
337    computer|bn|2rdamedia 
338    online resource|bnc|2rdacarrier 
490 0  Aviation fundamentals 
504    Includes bibliographical references and index. 
505 0  <P>1 Airline strategy and structure; 2 Global infl uences:
       the world in which airlines operate; 3 Technology: airline
       digital marketing; 4 Airline market segmentation; 5 
       Product: the expanded view of passenger air travel; 6 
       Place: airline channels of distribution; 7 Promotion: 
       building airline brand loyalty; 8 Price: airline revenue 
       generation and management; 9 Airline services, internal 
       marketing, and human resources management; 10 Airline 
       service quality: measuring and managing the customer 
       experience</P> 
506    Available only to authorized UTEP users. 
520    "Applying fundamentals of marketing to commercial 
       passenger air transportation, this textbook puts the 
       emphasis on marketing principles and illustrative ways in 
       which airlines can distinguish themselves within the 
       highly competitive global marketplace. Airline Marketing 
       begins with a survey of current airline business 
       strategies and the macro forces that have shaped the 
       airline industry in the past and will continue to do so in
       the future. The growing importance of technology is 
       discussed both from the perspective of better 
       understanding customer needs and engaging more effectively
       with them. The central role of the "customer" is explored 
       through the lens of modern segmentation and branding 
       approaches. Coverage then shifts to the tactical decision 
       areas consisting of the 4Ps - product, place, promotion 
       and price - in which marketers shape and execute their 
       strategies. The book concludes with a focus on executing 
       marketing initiatives internally through customer-facing 
       employee groups and externally through the measurement and
       management of the customer experience. This textbook is 
       written primarily for undergraduate college students 
       enrolled in aviation business administration programs and 
       related courses. It will also serve as an accessible 
       primer on airline marketing for industry professionals not
       presently working in marketing and for frontline airline 
       employees seeking to learn more about marketing"--
       |cProvided by publisher. 
545 0  Scott Ambrose is an Assistant Professor of Marketing at 
       Embry-Riddle Aeronautical University, Daytona Beach. A 
       former marketing employee of a major US airline, Dr. 
       Ambrose has numerous scholarly articles in leading 
       marketing and sales journals. He has also taught airline 
       marketing seminars for industry executives. Blaise 
       Waguespack is a Professor of Marketing at Embry-Riddle 
       Aeronautical University, Daytona Beach. A member of the 
       Air Transportation Research Society and Atlantic Marketing
       Association, Professor Waguespack has published scholarly 
       articles in leading aviation and marketing journals and co
       -developed the Airline Service Quality Index. 
588    Description based on print version record and CIP data 
       provided by publisher. 
650  0 Aeronautics, Commercial|xMarketing. 
650  0 Airlines|xMarketing. 
700 1  Waguespack, Blaise,|eauthor. 
776 08 |iPrint version:|aAmbrose, Scott.|tFundamentals of airline
       marketing|dNew York : Routledge, 2021.|z9780367178024
       |w(DLC)  2020050458 
856 40 |uhttp://0-www.taylorfrancis.com.lib.utep.edu/books/
       9780429057731|zTo access this resource 
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