Applying fundamentals of marketing to commercial passenger air transportation, this textbook puts the emphasis on marketing principles and illustrative ways in

In the rapidly evolving airline industry, new technologies play an increasingly critical role in the delivery of real and perceived value in reducing costs, enh

The growth of internet access and the entry of smartphones into everyday life has provided a revolutionary way for consumers to interact with businesses through

This book offers the first comprehensive exploration of frequent flyer programs. By combining academic research with extensive insights and examples from the ac