Airport Marketing : Strategies to Cope with the New Millennium Environment

The airport enterprise : role and scope of activity -- The air transport value chain -- The aviation-related SBU : the airport enterprise's technical core business -- New marketing-driven paradigms for the airport enterprise's aviation-related business -- The development of the non-aviation related value proposition -- Achieving sustainable growth for the "commercial airport" concept : the role of loyalty schemes -- How to construct an airport marketing plan -- September 11 attacks -- The airport industry : an international picture -- Afterword / by Jean Cyrill Spinetta.

Airport Marketing examines the management vision of airport marketing in the post-September 11th environment, presenting in-depth analysis of current airport management practices for both aviation and non-aviation-related activities. The 'aviation-related activities' section covers how an airport as a company develops its own marketing relationship with carriers and, in a broader sense, with all actors within the air transport pipeline, with the aim of increasing the number of intermediate clients consistent with its chosen positioning. The 'non-aviation-related' section, by contrast, focuses on how best-in-class airports have been developing new powers of attraction to customers in their regions, well beyond the simple concept of airport retailing, by use of the so-called 'commercial airport' model. Finally, the impact of September 11th is shown in terms of increased security measures and the future of the aviation industry as a whole. An analysis of worldwide airport industry is provided in the final chapter. Airport Marketing is essential reading for airport managers, government agencies, airlines, consultants, contributors, advisors and sub-contractors to this industry, as well as both undergraduate and graduate level aviation students.

In the turbulent contexts of globalization, hyper-competition due to converging meta-markets, and the 9/11 attacks, Jarach (service management and marketing, Boccini U., Milan, Italy) presents a new business approach for supporting sustainable growth of airport enterprises. Stressing the evolving view of airports as multi-service commercial hubs, he discusses such recent marketing strategies as co-marketing partnerships, support system plans for airport development, and airport loyalty programs. The volume concludes with rankings of the top international airports in 2002- 2004 for aircraft, passenger, and cargo movements. Annotation ©2006 Book News, Inc., Portland, OR

"Airport Marketing covers the subject of airport marketing according to a new management vision while, at the same time, implementing recent changes in the post-September 11th environment. It presents two core areas of in-depth analysis of current airport management practices: aviation-related and non-aviation related." "Airport Marketing is essential reading for airport managers, government agencies, airlines, consultants, contributors, advisors, and sub-contractors to this industry, as well as to aviation students, both at an undergraduate and graduate level."--Jacket