Book Review Airline Marketing and Management – 7th Edition by Stephen Shaw

Airline-Marketing-Management-7th-ed-9781409401476-195x300This leading textbook on airline marketing offers a review of both the air transport market and the marketing environment, followed by an examination of airline business and marketing strategies. The second part of the book details the wide range of marketing activities, such as product design and management, pricing and revenue management, distribution channels, and selling, advertising and promotional issues.
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Book Review: Airline Marketing & Management by Stephen Shaw

By Jasper Spruit

In his book Airline Marketing and Management, Stephen Shaw gives a very insightful look on airline marketing. Using many case studies and examples from the industry, he emphasizes the importance and the use of airline marketing.

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