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The Routledge Companion to Air Transport Management by Anne Graham, Nigel Halpern

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13

Airline marketing

Blaise P. Waguespack

Introduction

With the evolution of the airline marketplace and the variety of business models and technological influences within society, the role of airline marketing has rapidly expanded beyond a traditional focus of travel promotions that lead to a booking, to in-flight services offered, and then to a post-flight questionnaire that completed the marketing process. The role of airline marketing has now expanded to include a more expansive view of the travel planning process. From inspiration and research on possible travel locations and activities, through the travel experience to the post travel sharing, airlines are becoming involved in various roles, e-commerce sites and digital communications ...

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