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Marketing has always been a vital part of the success of global airlines. The current pandemic will make it even more important as airline seek to address another challenge to their survival. If the last two decades have been about unbundling, creating value with ancillary services, and raising the bar on service quality, then the new decade will bring its own opportunities and threats. This book provides the standard basics of any good marketing text, but it goes beyond the ordinary to provide insight into the future of the industry. Whether they are talking about big data, new digital marketing or legal and ethical issues in pricing, this book offers a clear and concise way to understand the airline industry. The case studies at the end of each chapter help illustrate the concepts discussed and allow the reader to see how the material applies in real world situations. I would highly recommend this book for anyone with an interest in this dynamic industry. - Dawna L. Rhoades, Embry-Riddle Aeronautical University, US.

Marketing has always been a vital part of the success of global airlines. The current pandemic will make it even more important as airline seek to address another challenge to their survival. If the last two decades have been about unbundling, creating value with ancillary services, and raising the bar on service quality, then the new decade will bring its own opportunities and threats. This book provides the standard basics of any good marketing text, but it goes beyond the ordinary to provide insight into the future of the industry. Whether they are talking about big data, new digital marketing or legal and ethical issues in pricing, this book offers a clear and concise way to understand the airline industry. The case studies at the end of each chapter help illustrate the concepts discussed and allow the reader to see how the material applies in real world situations. I would highly recommend this book for anyone with an interest in this dynamic industry. - Dawna L. Rhoades, Embry-Riddle Aeronautical University, US. The one constant in the global airline industry is the dynamic, sudden, and impactful changes that always seem to arise. From going from record profits to being hit by the drastic impact of COVID-19, airlines around the world, whether small or large; local or global; always need a strong Marketing vision to succeed despite varying conditions. Airline Marketing by Blaise Waguespack, Jr. and Scott Ambrose not only gives the reader the fundamentals of what every airline need to do, but it also lays a strong foundation showing how future trends will adjust the shape of Marketing for years to come. Coupled with the real-world case studies embedded within each chapter, this book provides readers everything they need to know about the crazy topic that is Airline Marketing. - Sam Patel, Vice President, Network Planning, GoAir

Marketing has always been a vital part of the success of global airlines. The current pandemic will make it even more important as airline seek to address another challenge to their survival. If the last two decades have been about unbundling, creating value with ancillary services, and raising the bar on service quality, then the new decade will bring its own opportunities and threats. This book provides the standard basics of any good marketing text, but it goes beyond the ordinary to provide insight into the future of the industry. Whether they are talking about big data, new digital marketing or legal and ethical issues in pricing, this book offers a clear and concise way to understand the airline industry. The case studies at the end of each chapter help illustrate the concepts discussed and allow the reader to see how the material applies in real world situations. I would highly recommend this book for anyone with an interest in this dynamic industry. - Dawna L. Rhoades, Embry-Riddle Aeronautical University, USA The one constant in the global airline industry is the dynamic, sudden, and impactful changes that always seem to arise. From going from record profits to being hit by the drastic impact of COVID-19, airlines around the world, whether small or large; local or global; always need a strong Marketing vision to succeed despite varying conditions. Fundamentals of Airline Marketing by Blaise Waguespack, Jr. and Scott Ambrose not only gives the reader the fundamentals of what every airline need to do, but it also lays a strong foundation showing how future trends will adjust the shape of marketing for years to come. Coupled with the real-world case studies embedded within each chapter, this book provides readers everything they need to know about the crazy topic that is Airline Marketing. - Sam Patel, Vice President, Network Planning, GoAir This book goes beyond just setting the standard for academic analysis of airline marketing fundamentals. The text is anchored in establishing a thorough analysis and assessment of airline marketing fundamentals. This is no easy task given the fast-paced, always-changing nature of the airline industry, which has witnessed dramatic changes in marketing strategy, positioning, brand alignment and segmentation. The rigors of each chapter are reinforced with a case study to frame academic application in a real-world context. This book provides a fresh look at airline marketing broadly and as well as both tactical and strategic developments in the field. Dr. Waguespack and Ambrose provide not just historical context but how they will shape the future as well. This book is sure to become a reference piece for years to come. It's easy-to-read and real-world application make it a great book for academics, professionals or those interested in airline marketing broadly. - Brian J. Rynott, Director, Alinda Capital Partners, Global Private Equity, Aircraft Leasing, Aviation & Transportation Executive

Author Information

Scott Ambrose is an Assistant Professor of Marketing at Embry–Riddle Aeronautical University, Daytona Beach. A former marketing employee of a major US airline, Dr. Ambrose has numerous scholarly articles in leading marketing and sales journals. He has also taught airline marketing seminars for industry executives. Blaise Waguespack is a Professor of Marketing at Embry–Riddle Aeronautical University, Daytona Beach. A member of the Air Transportation Research Society and Atlantic Marketing Association, Professor Waguespack has published scholarly articles in leading aviation and marketing journals and co-developed the Airline Service Quality Index.

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