Through five previous editions "Airline Marketing and Management" by Stephen Shaw has established itself as the preferred textbook for students of the principles of marketing and their application in today's airline industry; as well as a reliable reference work for those with a professional interest in the area. Carefully revised, the sixth edition of this internationally successful book includes new material on: the impact of the Trade Cycle and the current period of high oil prices on the demand for air travel; the effect of current trends towards regulatory reform and the relaxation of Ownership and Control rules on the structure of the international airline industry; the continuing strong impact of Low Cost Carriers, and the strategic options open to so-called 'Legacy' airlines as they respond to the challenges facing them; the setting up of new 'Business Class Only' airlines. Why are they appearing now, and what are their long-term chances of success? An initial review of the structure of the air transport market and the industry marketing environment is followed by detailed chapters examining airline business and marketing strategies, product design and management, pricing and revenue management, current and possible future distribution channels, and selling, advertising and promotional policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from the knowledge obtained regarding the significant strategic challenges facing aviation at the present time. Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.

通过前五个版本的“航空公司营销和管理”斯蒂芬肖已确立了自己的首选教科书为学生的营销原则及其在当今航空业的应用；以及可靠的参考工作，为那些有专业兴趣的领域。经过仔细修订，这本国际上成功的书的第六版包括新材料：贸易周期和当前高油价时期对航空旅行需求的影响；当前监管改革趋势以及所有权和控制权规则的放宽对国际航空业结构的影响；低成本航空公司的持续强大影响，以及所谓的“传统”航空公司在应对其面临的挑战时的战略选择；设立新的“商务舱专用”航空公司。为什么他们现在出现，他们的长期成功机会是什么？在对航空运输市场结构和行业营销环境进行初步审查之后，将详细介绍航空公司的业务和营销战略、产品设计和管理、定价和收入管理、当前和未来可能的分销渠道以及销售，广告和促销政策。读者将受益于对市场营销和航空业行话的深入理解，以及对当前航空业面临的重大战略挑战的了解。在一个直截了当，易于阅读的风格和结合最新的和相关的例子，从世界航空业，这一新版本将进一步提高该书的声誉提供了理想的介绍主题。