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Marketing in Aviation

In: Aviation Systems

Author

Listed:
  • Andreas Wittmer

    (University of St. Gallen)

  • Thomas Bieger

    (University of St. Gallen)

Abstract

The buying behaviour and thereby the influence of different marketing instruments varies among market segments. In general the most important marketing instruments are product service (especially for business customers), customer relation management, brand, pricing and distribution. Seat quality and seamless service chain from booking to the plane are the most important elements of service quality where the most innovations take place. With the evolution of airline alliances and mergers single brands are more and more replaced by brand portfolios. Price and distribution are the instruments which are closely linked to capacity control and network management. Market segment specific and situational readiness to pay has to be the basis of dynamic prices. Accordingly price discrimination has to be made based on market segments, time of booking etc. Price discrimination needs fencing to avoid cannibalization.

Suggested Citation

  • Andreas Wittmer & Thomas Bieger, 2011. "Marketing in Aviation," Springer Texts in Business and Economics, in: Andreas Wittmer & Thomas Bieger & Roland Müller (ed.), Aviation Systems, chapter 0, pages 135-155, Springer.
    • Handle: RePEc:spr:sptchp:978-3-642-20080-9_7
    DOI: 10.1007/978-3-642-20080-9_7
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    Cited by:

    1. Klein, Maximilian Michael & Linden, Erik & Wittmer, Andreas, 2019. "Influence of Marketing Instruments on Consumer Behavior in the Process of Purchasing Leisure Flight Tickets," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(3), pages 30-38.

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