Airport marketing
著者
書誌事項
Airport marketing
Routledge, 2022
2nd ed
- : hbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Approach and coverage: This book continues to be the only student introductory text on Airport marketing, reflecting commonly taught content and current issues in the airport industry. It is considered to be an 'indispensable' student resource, offering excellent coverage of core principles, marketing research and planning. The book integrates global case studies to show theory in practice. Written by respected and well known author team * Accessible writing style that is appropriate and at the right level for UG students approaching the subject for the first time. * Book is logical, progressive and easy to follow from evolution of airport marketing to CRM.
目次
1 Introduction. 2 The airport marketing environment. 3 Airport customers and segmentation. 4 Airport marketing research and route development. 5 Airport strategic marketing planning. 6 The airport product, brand and experience. 7 Airport pricing and incentives. 8 Airport distribution and customer relationships. 9 Airport promotional mix, partnerships and engagement. 10 Airport digital marketing. 11 Airport marketing for a more sustainable future. 12 Airport crisis communications and marketing.
「Nielsen BookData」 より