Airline Service Marketing (Hardback)Sharad Goel (author)
Hardback 416 Pages / Published: 30/05/2009
- Publisher out of stock
Marketing is certainly one of the most important activities in any company and the airlines are no different. Approximately one-half of a major or any, national carrier's employees are engaged in the marketing process. Reservations personnel, ticket and customer service agents, baggage handlers, flight attendants, food service representatives, passenger and cargo sales representatives, and pricing and market research analysts are involved in marketing the company's product-air transportation. Marketing is that broad area of business activity that directs the flow of services provided by the carrier to the customer in order to satisfy customers' needs and wants and to achieve company objectives. Marketing is more than selling: it involves a number of business activities, including forecasting, market research and analysis, product research and development, price setting and promotion including advertising. Marketing also involves the finance activities such as credit and collection that are associated with ticket sales. Marketing is customer oriented. Creating products and services that fulfill the needs of existing customers and attract new customers is the primary goal. Determining who the customers are or could be and what their needs are is part of the process. Marketing must also assist in achieving the company's objectives: an acceptable return on investment, a reasonable level of profits, and an adequate market share.
Publisher: Pentagon Press
Number of pages: 416
Dimensions: 240 x 160 mm
You may also be interested in...
Simply reserve online and pay at the counter when you collect. Available in shop from just two hours, subject to availability.
Thank you for your reservation
Your order is now being processed and we have sent a confirmation email to you at
When will my order be ready to collect?
Following the initial email, you will be contacted by the shop to confirm that your item is available for collection.
Call us on or send us an email at
Unfortunately there has been a problem with your order
Please try again or alternatively you can contact your chosen shop on or send us an email at