Air Transport Marketing. Textbook

The book is devoted to the practical aspects of strategic and tactical air transport marketing. It addresses the features of the air transport market, the methods of its research, methods for planning and forming demand for air transportation, the principles of development of tariff and communication policies, the concept of quality management of airline, the main directions of marketing in air transport, marketing management systems in the airline, methods for determining the economic efficiency of marketing events And the characteristics of the marketing of diversification activities of airlines are set out the principles and features of marketing marketing of passenger and cargo airlines, airports.
The publication covers the experience of leading Russian and foreign airlines, materials 1SAO, IATA, UFTAA, as well as the methodological development and practical recommendations of the author who operated as an adviser to the First Deputy General Director of Aeroflot OJSC, now leading air transport research by National Research University High School of Economics.
For managers and employees of airports and travel agencies, students of universities and graduate students, as well as for a wide range of specialists