Aviation Marketing provides a foundation of marketing theory in the context of recent aviation marketing literature, specifically designed to serve as a textbook in an academic environment. It is founded in established and new marketing theory supported by practical applications of the theory to the air transportation industry. While aviation management and strategy texts have become reasonably abundant in number, the marketing of aviation services remains largely under-represented in print. This is partially due to its interdisciplinary nature and the number of authors working in the area is limited. For Leick and Mason, the application of marketing concepts to the airline industry and the difficulties that occur due to the services (and in parts the industrial) nature of the business is one of intellectual interest and commercial practicalities. Both have worked over the years to take marketing concepts and see how well they can be applied in the business. This text sets out fundamental marketing concepts in each chapter and then uses case studies to explore their applicability within the industry, making comment where sectorial differences should lead to new research. The book is arranged to suit a 3-hour, 15-week university class as a core text on post-graduate and undergraduate courses/modules in aviation and/or air transport management, and to complement existing airline business/economics texts. It will also appeal to industry practitioners seeking a broad review of current advances in aviation marketing research.
About the Author: Dr Ryan Leick is an Assistant Professor specializing in air transport strategy and marketing at Utah Valley University in Provo, Utah, USA. He is a graduate of the Air Transport Management PhD program at Cranfield University and alumni of the School of Business at Embry-Riddle Aeronautical University, Daytona Beach Campus. Dr. Leick draws upon industry experience in airline marketing, distribution and information technology acquired from working for entrepreneurial start-up and long-haul, low-cost carrier MAXjet Airways; legacy carrier United Airlines and privately held, niche carrier Aloha Airlines. Ryan lectures on the subjects of air transport regulation, economics and strategy; airport management and corporate aviation management. Dr Keith Mason is the Director of the Business Travel Research Centre and is a Reader in the Department of Air Transport Cranfield University. He lectures on airline economics, airline business models, airline marketing and market research. His research focuses on the business travel market and low cost airlines, and he has had over 30 articles, papers, and reports published. Dr Mason has been involved in a number of major consultancy projects for airlines, airports, civil aviation authorities, airplane manufacturers, and the EU. He has led projects for AMEX, Association of Corporate Travel Executives, and the Institute of Travel Management. He has given invited presentations to the Royal Aeronautical Society, ACTE, ITM, the London Travel Forum, the Hamburg Aviation Conference and the World Airline Entertainment Association. His research has been reported in The Financial Times, The Times, The Sunday Times, The Independent, Airline Business, Business Traveller, Travel Weekly, Travel Trade Gazette, Travel Daily News, Airports International, China Civil Aviation and The Australian.