Routledge – 2013 – 230 pages
In recent years, the airport sector has moved from an industry characterised by public sector ownership and national requirements, into a new era of airport management which is beginning to be dominated by the private sector and international players. Airports are now complex enterprises that require a wide range of business competencies and skills to meet the needs of their users, just as with any other industry. Moreover, deregulation of air transport markets has made the airport sector much more competitive and given airports greater incentives to develop innovative, proactive and aggressive marketing strategies so that they can reap the benefits from these developments. New types of airline business model, such as low cost carriers, have emerged through deregulation, which in many cases require a completely different approach to be adopted by airport marketers and have encouraged a further deviation from past practice. The travelling public is also becoming more experienced and is generally placing greater demands on the airport operator to deliver a quality product at a time when more stringent controls, especially as regards security, have been introduced.
This accessible book fills an important need for an up-to-date, comprehensive and in-depth textbook that 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 marketing planning, and individual elements of the airport marketing mix (product, price, promotion and distribution). 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.
The dynamic nature of the airport industry requires students and practitioners to have a thorough, up-to-date and contemporary appreciation of airport marketing issues and challenges. This comprehensive, accessible textbook written by two airport marketing experts satisfies this need and is essential reading for air transport students and future managers.
1. Introduction 2. The airport marketing environment 3. The market for airport services 4. Airport marketing research 5. Airport marketing planning 6. The airport product 7. Airport pricing 8. Promotion of airports 9. Airport distribution
Nigel Halpern is Associate Professor at Molde University College. Nigel is also Senior Research Scientist with Molde Research Institute and Visiting Research Fellow with the Centre for Tourism Research at the University of Westminster. He was previously Principal Lecturer and Subject Group Director in Aviation at the Centre for Civil Aviation, London Metropolitan University. Nigel currently teaches and conducts research and consultancy in transport and tourism, focusing largely on airport marketing.
Anne Graham is Reader in Air Transport and Tourism at the University of Westminster, having previously worked in air transport consultancy. She is Editor-in-Chief of the Journal of Air Transport Management and author of the Routledge book ‘Managing Airports’. She has been involved in air transport teaching, research and consultancy for over 25 years.