Airport marketing strategies to cope with the new millennium environment
Airport Marketing examines the new 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.