ABOUT THE BOOK

Marketing is certainly one of the most important activities in any company and the airlines are no different. Approximately one-half of a major or any, national carrier`s employees are engaged in the marketing process.

Reservations personnel, ticket and customer service agents, baggage handlers, flight attendants, food service representatives, passenger and cargo sales representatives, and pricing and market research analysts are involved in marketing the company`s product-air transportation.

Marketing is that broad area of business activity that directs the flow of services provided by the carrier to the customer in order to satisfy customers` needs and wants and to achieve company objectives. Marketing is more than selling: it involves a number of business activities, including forecasting, market research and analysis, product research and development, price setting and promotion including advertising. Marketing also involves the finance activities such as credit and collection that are associated with ticket sales. Marketing is customer oriented. Creating products and services that fulfill the needs of existing customers and attract new customers is the primary goal. Determining who the customers are or could be and what their needs are is part of the process. Marketing must also assist in achieving the company`s objectives: an acceptable return on investment, a reasonable level of profits, and an adequate market share.

ABOUT Author

Dr. Sharad Goel has been awarded Doctorate of Philosophy in the area of Commerce & Business Administration and did his Post Graduation in Business Management from Institute of Management Technology (IMT), Ghaziabad. He is also done his Masters in Economics and Master of Philosophy in Management. Dr. Goel had risen to the level of Vice President (Operations) & handed national level marketing operations for reputed FMCG brands. He has over 25 years of experience in teaching, consultancy/training and industries. Currently, he is working as Head-Academics & Professor of Marketing at Army Institute of Management & Technology (AIMT), Noida, an institution promoted by Army welfare education society established to promote education for the wards of the Indian Army personnel. Prior to joining AIMT he served with the various renowned management institutes as core & visiting faculty. He has also worked  with University of Petroleum & Energy Studies Dehradun as a Programme Director MBA (Energy Trading). His domain expertise is in the area of Energy Trading, Airline Marketing , CRM, Global Oil & Gas Business, Service Marketing, Channel Management, and Retail Management.

He is a visiting Professor & Trainer at IQPC-Singapore. He has presented  a number of papers at various National/International  conferences in India and abroad. He has more than thirty research papers/articles published to his credit. Currently, Prof. Goel is engaged in Training, Research & Consultancy in the area of Marketing & Sales Management. He has edited & authored six books titled as “ Energycopia (Set)”, “Energy Trading”, “Airline Service Marketing”, “Oil Equity-facilitating the world to explore”, “Natural Gas & LNG Business”, Global Crude Oil Business” published by Pentagon Energy Press-India. Dr. Goel has also addressed in the Global conference on International Management Practices and delivered talk on “Eco Marketing” organized by the C-Tec FMCG Network at New Delhi