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Part 1 The fundamentals: what is marketing? Part 2 The market for air transport services: what business are we in?; who is the customer?; market segmentation - air passenger market: segmentation of the air freight market. Part 3 The marketing environment: the theoretical basis - PESTE analysis; PESTE analysis - political factors; PESTE analysis - economic factors; PESTE analysis - social factors; PESTE analysis - technological factors; PESTE analysis - environmental factors. Part 4 Airline business and marketing strategies: airline strategies - the fundamentals; strategic families; airline business and marketing strategies - common mistakes. Part 5 Product analysis in airline marketing: what is the product?; the theory of product analysis and its application to the airline industry; fleet and schedules - related product features; customer service - related product features; controlling product quality; the air freight product. Part 6 Pricing and revenue management: building blocks in airline pricing policy; uniform and differential pricing; the structure of air freight pricing. Part 7 Distributing the product: distribution channel strtegies; the travel agency distribution system; global distribution systems (GDSs). Part 8 Brands management in airline marketing: brands and commodities; brand building in the airline industry; brand strategies. Part 9 Relationship marketing: fundamentals of relationship marketing; components of a relationship marketing strategy; frequent flyer programmes. Part 10 Airline selling, advertising and promotional policies: the anatomy of a sale; sales planning; marketing communication techniques; airline advertising; selling in the air freight market. Part 11 The future of airline marketing.