Aviation Marketing

Aviation Marketing provides a foundation of marketing theory in the context of recent aviation marketing literature, specifically designed to serve as a textbook in an academic environment. It is founded in established and new marketing theory supported by practical applications of the theory to the air transportation industry. While aviation management and strategy texts have become reasonably abundant in number, the marketing of aviation services remains largely under-represented in print. This is partially due to its interdisciplinary nature and the number of authors working in the area is limited. For Leick and Mason, the application of marketing concepts to the airline industry and the difficulties that occur due to the services (and in parts the industrial) nature of the business is one of intellectual interest and commercial practicalities. Both have worked over the years to take marketing concepts and see how well they can be applied in the business. This text sets out fundamental marketing concepts in each chapter and then uses case studies to explore their applicability within the industry, making comment where sectorial differences should lead to new research. The book is arranged to suit a 3-hour, 15-week university class as a core text on post-graduate and undergraduate courses/modules in aviation and/or air transport management, and to complement existing airline business/economics texts. It will also appeal to industry practitioners seeking a broad review of current advances in aviation marketing research.