airport marketing strategies to cope with the new millennium environment
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.