GOLN Airline & Airport Marketing Management Book: In the dynamically changing environment of the 21st century, where the world has never been more interconnected, the aviation industry has proven itself to be a vital catalyst for global business and leisure alike. This book, “Airline & Airport Marketing Management”, is a comprehensive guide that seeks to delve into the sophisticated and highly competitive world of aviation marketing. It is designed for students, professionals, industry practitioners, and anyone with an interest in understanding the strategic marketing efforts that are integral to the success of airlines and airports worldwide.
GOLN Airline & Airport Marketing Management Book: Table of Contents
The aviation sector has always been characterized by its complexity, primarily due to intricate business models, high operational costs, strict regulatory frameworks, and the constant challenge of ensuring customer satisfaction amid various uncontrollable factors. Moreover, with the emergence of digital technology and increasing environmental concerns, the industry continues to evolve at a rapid pace. In such a landscape, effective marketing plays a crucial role in enabling airlines and airports to navigate through these challenges, differentiate themselves, and thrive in the competitive market.
The aim of this book is to present an in-depth understanding of airline and airport marketing, beginning with an introduction to the aviation industry and the role of marketing within it. The book then progressively explores topics such as customer understanding, market research, branding, product development, pricing, advertising, distribution, and crisis management. A dedicated chapter on airport marketing aims to shed light on the unique challenges and opportunities in this often-overlooked area of aviation marketing.
Real-world examples and case studies are interspersed throughout the chapters to enrich the reading experience, fostering a practical understanding of the theoretical concepts. The book also anticipates future trends and the possible evolution of marketing within the aviation sector, preparing readers for what lies ahead.
Finally, the importance of sustainability in aviation marketing is addressed, reflecting the growing global awareness and concern for environmentally responsible practices. In an age where consumers are increasingly conscious of their environmental footprint, it is essential for airlines and airports to adopt and communicate sustainable practices effectively.
By consolidating academic research, industry insights, and practical examples, this book aspires to serve as a valuable resource that illuminates the fascinating world of airline and airport marketing management. We hope that this book will inspire readers to appreciate the complexities and potential of marketing in this dynamic industry, fostering a new generation of innovative and responsible marketing leaders.
Whether you’re a student studying aviation management, a professional seeking to deepen your understanding, or simply a curious reader with an interest in aviation, we hope that this book provides you with valuable insights and broadens your perspective on the role and impact of marketing in the aviation industry.
GOLN Airline & Airport Marketing Management Book: Table of Contents
Chapter 1: Introduction to Airline and Airport Marketing
- Overview of the Aviation Industry
- The Importance of Marketing in Aviation
- Historical Evolution of Aviation Marketing
Chapter 2: Understanding the Airline Customer
- Customer Segmentation in the Airline Industry
- Understanding Customer Needs and Wants
- Consumer Behavior in Air Travel
Chapter 3: Marketing Research and Analytics in Aviation
- Importance of Market Research in Aviation
- Data Sources and Collection Methods
- Utilizing Analytics in Marketing Strategy
Chapter 4: Branding and Positioning in the Airline Industry
- Defining Branding and Positioning
- Case Studies: Successful Branding Strategies in Airlines
- Developing an Effective Positioning Strategy
Chapter 5: Product Development and Management
- 5.1 Understanding the Airline Product
- 5.2 Developing and Launching New Services
- 5.3 Managing Product Life Cycle

Chapter 6: Pricing Strategies in the Airline Industry
- 6.1 Basics of Pricing in Aviation
- 6.2 Dynamic Pricing and Revenue Management
- 6.3 Pricing and Competitive Advantage
Chapter 7: Airline and Airport Advertising and Promotion
- 7.1 The Role of Advertising and Promotion in Aviation
- 7.2 Creating Effective Advertising Campaigns
- 7.3 Social Media and Digital Marketing Strategies
Chapter 8: Distribution Channels and Sales
- 8.1 Understanding Distribution Channels in Aviation
- 8.2 Role of Travel Agencies and Online Travel Platforms
- 8.3 Direct Sales and Loyalty Programs
Chapter 9: Airport Marketing
- 9.1 Understanding the Role of Airports in Aviation Marketing
- 9.2 Airport Branding and Communication
- 9.3 Airport Customer Service and Experience Management
Chapter 10: Crisis Management and PR in Aviation Marketing
- 10.1 Understanding the Importance of Crisis Management
- 10.2 Case Studies: Crisis Management in Airlines
- 10.3 Public Relations Strategies in the Airline Industry
Chapter 11: Sustainability and Marketing in Aviation
- 11.1 The Growing Importance of Sustainability
- 11.2 Green Marketing Strategies
- 11.3 Case Studies: Sustainable Practices and Their Impact
Chapter 12: Future Trends in Airline and Airport Marketing
- 12.1 The Impact of Technology on Aviation Marketing
- 12.2 Potential Future Market Developments
- 12.3 Preparing for the Future: Skills and Capabilities
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- Glossary of Aviation Terms