LEADER 06907oam 2200649I 450 001 9910463453903321 005 20211102185617.0 010 $a1-136-30655-2 010 $a0-203-11790-5 024 7 $a10.4324/9780203117903 035 $a(CKB)2670000000386479 035 $a(StDuBDS)AH25283699 035 $a(SSID)ssj0000915278 035 $a(PQKBManifestationID)12344540 035 $a(PQKBTitleCode)TC0000915278 035 $a(PQKBWorkID)10865395 035 $a(PQKB)10823009 035 $a(OCoLC)849928746 035 $a(MiAaPQ)EBC1221462 035 $a(PPN)175993564 035 $a(Au-PeEL)EBL1221462 035 $a(CaPaEBR)ebr10723432 035 $a(CaONFJC)MIL499816 035 $a(OCoLC)852757383 035 $a(EXLCZ)992670000000386479 100 $a20180706d2013 uy 0 101 0 $aeng 135 $aur||||||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aAirport marketing /$fNigel Halpern and Anne Graham 210 1$aNew York :$cRoutledge,$d2013. 215 $a1 online resource (xvii, 225 pages )$cillustrations 300 $aFormerly CIP.$5Uk 311 08$a1-299-68566-8 311 08$a0-415-52938-7 320 $aIncludes bibliographical references and index. 327 $aIntroduction -- The airport marketing environment -- The market for airport services -- Airport marketing research -- Airport marketing planning -- The airport product -- Airport pricing -- Promotion of airports -- Airport distribution. 330 8 $aIn recent years, the airport sector has moved from an industry characterised by public sector ownership and national requirements, into a new era of airport management which is beginning to be dominated by the private sector and international players. Airports are now complex enterprises that require a wide range of business competencies and skills to meet the needs of their users, just as with any other industry. Moreover, deregulation of air transport markets has made the airport sector much more competitive and given airports greater incentives to develop innovative, proactive and aggressive marketing strategies so that they can reap the benefits from these developments. New types of airline business model, such as low cost carriers, have emerged through deregulation, which in many cases require a completely different approach to be adopted by airport marketers and have encouraged a further deviation from past practice. The travelling public is also becoming more experienced and is generally placing greater demands on the airport operator to deliver a quality product at a time when more stringent controls, especially as regards security, have been introduced. This accessible book fills an important need for an up-to-date, comprehensive and in-depth textbook that 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 marketing planning, and individual elements of the airport marketing mix (product, price, promotion and distribution). 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. The dynamic nature of the airport industry requires students and practitioners to have a thorough, up-to-date and contemporary appreciation of airport marketing issues and challenges. This comprehensive, accessible textbook written by two airport marketing experts satisfies this need and is essential reading for air transport students and future managers. In recent years, the airport sector has moved from an industry characterised by public sector ownership and national requirements, into a new era of airport management which is beginning to be dominated by the private sector and international players. Airports are now complex enterprises that require a wide range of business competencies and skills to meet the needs of their users, just as with any other industry. Moreover, deregulation of air transport markets has made the airport sector much more competitive and given airports greater incentives to develop innovative, proactive and aggressive marketing strategies so that they can reap the benefits from these developments. New types of airline business model, such as low cost carriers, have emerged through deregulation, which in many cases require a completely different approach to be adopted by airport marketers and have encouraged a further deviation from past practice. The travelling public is also becoming more experienced and is generally placing greater demands on the airport operator to deliver a quality product at a time when more stringent controls, especially as regards security, have been introduced. This accessible book fills an important need for an up-to-date, comprehensive and in-depth textbook that 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 marketing planning, and individual elements of the airport marketing mix (product, price, promotion and distribution). 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. The dynamic nature of the airport industry requires students and practitioners to have a thorough, up-to-date and contemporary appreciation of airport marketing issues and challenges. This comprehensive, accessible textbook written by two airport marketing experts satisfies this need and is essential reading for air transport students and future managers. 606 $aAirports$xEconomic aspects 606 $aAirports$xManagement 606 $aAeronautics, Commercial$xEconomic aspects 608 $aElectronic books. 615 0$aAirports$xEconomic aspects. 615 0$aAirports$xManagement. 615 0$aAeronautics, Commercial$xEconomic aspects. 676 $a387.7/360688 700 $aHalpern$b Nigel.$01032574 701 $aGraham$b Anne$01032575 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910463453903321 996 $aAirport marketing$92450533 997 $aUNINA