Drawing on developments in the services management, strategic management and brand management literature, this book presents critical new approaches to developing customer-centred airline strategies. Designed for a wide audience of aviation management students and professionals, it acts as a "linking text", structured around services management approaches to strategy, marketing, human resources management, and operations. Written in an accessible and practical style, it contains a blend of "ten-minute manager"-type checklists and comprehensive academic principles. It draws together a broad range of knowledge from contemporary management fields to produce a framework specifically relevant to the airline industry.
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