空港マーケティング（第２版） Airport Marketing（2 NED）

著者名：Halpern, Nigel/Graham, Anne

Routledge（2021/11/04発売）

• 言語：ENG
• ISBN：9780367483739
• eISBN：9781000466485

Description

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.

Table of Contents

Figures

Tables

Preface

Acknowledgements

Abbreviations

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

Index