"This text is a very readable and digestible offering from Stephen Shaw who has been writing in the field of aviation management for a considerable time.. .Airline Marketing and Management remains an excellent introduction to the modern management of an airline... this book is a worthwhile read." The Aerospace Professional. With the airline industry continuing to undergo profound change throughout the world and with full-scale deregulation now in place, the role of marketing the perishable product of airlines is even more centre-stage. This book examines the principles of marketing and demonstrates the ways in which these principles can be applied to today"s airline industry, the air transport market and its environment. It deals with business and marketing strategies and product management, pricing, distribution, publicity, PR and all the associated techniques. As the fifth edition of a successful book, it also includes new material on: The...