This accessible, up-to-date, comprehensive, and in-depth textbook 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 strategic marketing planning, and individual elements of the airport marketing mix (product, price, distribution and promotion). 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. This new second edition has been updated to include:
- New and expanded content on branding and the passenger experience, marketing partnerships, engagement marketing and customer relationship management.
- Three brand new chapters on digital marketing, marketing for a more sustainable future, and crisis communications and marketing, in light of the COVID-19 pandemic.
- New, global case studies and examples throughout.
This comprehensive textbook written by two airport marketing experts will be essential reading for air transport students and future managers.
This accessible, up-to-date, comprehensive, and in-depth textbook 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.
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vii | |
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xi | |
| Preface |
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xv | |
| Acknowledgements |
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xvii | |
| Abbreviations |
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xix | |
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1 | (27) |
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2 The airport marketing environment |
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28 | (34) |
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3 Airport customers and segmentation |
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62 | (22) |
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4 Airport marketing research and route development |
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84 | (36) |
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5 Airport strategic marketing planning |
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120 | (32) |
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6 The airport product, brand and experience |
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152 | (40) |
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7 Airport pricing and incentives |
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192 | (39) |
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8 Airport distribution and customer relationships |
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231 | (32) |
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9 Airport promotional mix, partnerships and engagement |
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263 | (30) |
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10 Airport digital marketing |
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293 | (50) |
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11 Airport marketing for a more sustainable future |
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343 | (32) |
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12 Airport crisis communications and marketing |
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375 | (28) |
| Index |
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403 | |
Nigel Halpern is Professor of Air Transport and Tourism Management with the Department of Marketing at Kristiania University College in Oslo, Norway. He has previously worked for Molde University College; the Centre for Civil Aviation at London Metropolitan University; the UK Department for Transport, Local Government and the Regions; the UK Civil Aviation Authority; and PGL Travel. Nigel teaches and conducts research and consultancy in air transport and tourism management. Airport marketing is his main area of interest. He has a PhD in airport marketing from the Centre for Air Transport Management at Cranfield University, and he has published widely on the subject in leading textbooks and academic and professional journals, including with books on Airport Marketing and The Routledge Companion to Air Transport Management.
Anne Graham is Professor of Air Transport and Tourism Management at the University of Westminster in London, UK. One of her key areas of expertise and knowledge is airport management, economics and regulation, and she has over 30 years experience of teaching, research and consultancy on these topics. She has published widely with recent books including Managing Airports (5th edition), The Routledge Companion to Air Transport Management, Airport Finance and Investment in the Global Economy, and Aviation Economics. She is also a co-editor of three linked books published by Routledge in 2021 related to air transport and regional development. She is a former Editor-in-Chief of the Journal of Air Transport Management.
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