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洋書/英語「航空の経営とマーケティング 第5版The Airline Marketing and Management」Stephen Shaw著
     

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    :2025年10月17日 19時54分
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洋書英語「The Airline Marketing and Management 5th Edition/航空の経営とマーケティング 第5版」Stephen Shaw著 20004年 Ashgate Publishing Limited発行 308頁 23.3×15.5×1.8cm 0.5kg paperback

【成山堂刊日訳本「航空の経営とマーケティング」(「BOOK」データベースより)】 民間航空市場は、国家が競争を制限しつつ保護育成を図る「特殊な」市場から、自由化・規制緩和により企業間競争が激しく行われる「普通の」市場へと変化した。このことは、日本においても例外ではなかった。本書では、「普通の」業界で広く採用されているマーケティング理論をベースとした経営戦略が、航空会社にもかなりの程度適用可能になってきたことを実例を交えて論じ、依然として残る「特殊な」側面についても考察を加えながら、航空関係者として必要なマーケティングの知識をわかりやすく解説している。
【「BOOK著者紹介情報」より】 ショー,スティーヴン SSA社マネージング・ディレクター。1950年生まれ。オックスフォード大学、ロンドン大学で学んだ後、ロンドン・メトロポリタン大学上級講師を経て、1984年にSSA社設立。同社は、航空関係企業にマーケティング、経済学、経営戦略の社内教育コースを提供している。主なクライアントには、エアバス、BAA、スキポール空港、エミレーツ、ヴァージン・アトランティック、ロールス・ロイスなどがある。また、社業の傍ら、シティー大学ロンドン、クランフィールド大学などの大学院でも教鞭をとる。
【内容紹介】  This book examines the principles of marketing and the ways in which these principles can be applied to today's airline industry, the air transport market, and its environment. An initial review of the structure of the air transport market and the industry marketing environment is followed by detailed chapters examining airline business and marketing strategies, product design and management, pricing and revenue management, distribution channels, brand management, relationship marketing, and selling and advertising policies. As the fifth edition, this book also includes new materials on: the implications of terrorism, and the threat to the demand for air travel; the lessons to be learned from the economic slowdown, in particular its impact on so-called Premium Traffic in First and Business Class; the developments that have taken place in the regulatory scene in recent years; the impact of low-fares airlines and the response of the traditional airlines to the threat posed by these carriers; and airline alliances. The book has 11 chapters and includes a glossary of aviation and marketing terms as well as a subject index.

【本の状態】  経年のため中古感があり、三方軽ヤケ小口に軽ヨゴレ表紙角イタミ点ヨゴレがあります。装丁はしっかりしており、中は書き込み等はなく(見落としがありましたらご容赦ください)、概ね並の状態です。本書が中古書であることをご了承の上お買い上げくださいますようお願いいたします。    8827792620
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    Product name: 洋書/英語「航空の経営とマーケティング 第5版The Airline Marketing and Management」Stephen Shaw著
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