Opis: Airline eCommerce - Michael Hanke

Since the first few airline tickets that were sold online in December 1995, global online travel has grown to generate half a trillion dollars in annual revenue. This development has brought significant changes to the airline business, travel markets, and consumers. Today, airlines worldwide not only use e-commerce for online marketing and selling but also as a platform to offer unique services and capabilities that have no counterpart in the physical world. This book is an in-depth introduction to airline e-commerce. It covers a broad scope of areas that are essential to an airline's ongoing digital transformation: * E-Products * E-marketing * E-Sales and Distribution * Web Customer Service * E-Commerce Organizations * E-Commerce Strategy Written by an airline e-commerce expert and illustrated with numerous examples of leading airlines in this area, Dr. Hanke provides unprecedented 'behind-the-scenes' details of how airline e-commerce works. This book is a crucial companion for both students and practitioners alike because it allows the reader to acquire a thorough foundation of airline e-commerce. Furthermore, the book enables the reader to appreciate the competitive ramifications of airline e-commerce within certain corporate areas and to take effective action for a successful e-commerce strategy. 'Dr Hanke's book provides a fascinating insight into the history and growth of e-commerce in airlines, as well as the challenges now facing companies within this fast-paced area of our business. A great read for practitioners and customers alike.' - Kevin McQuillan, Head of ba.com and mobile channels, British Airways 'This book is long overdue. Peppered with numerous airline examples of good, inadequate and bad practice. It explores and analyzes all the key areas of airline e-commerce. This is essential and fascinating reading for anyone directly involved but also for anyone wishing to understand how airlines or other tourism sectors can maximize the benefits offered by the digital revolution.' - Rigas Doganis, Chairman European Aviation Club, Brussels, formerly non-Executive Director of easyJet and South African Airways 'Michael Hanke has that very rare combination of excellent professional experience, creativity and the ability to set out in writing necessary to produce a very important work. And that is precisely what he has done with this obvious labor of love. It will I am sure have very practical value to its readers.' - Peter Harbison, Executive Chairman, CAPA - Centre for AviationChapter 1. Introduction Chapter 2. Digital Airline E-commerce Properties in Airline E-commerce Chapter 3. Airline E-Marketing Chapter 4. Airline E-Sales & Distribution Chapter 5. Multi-Channel Customer Service For Web Travellers: A Guide & How to Optimize It 6. The Airline E-commerce Organization Chapter 7. Airline E-commerce Strategy

Szczegóły: Airline eCommerce - Michael Hanke

Tytuł: Airline eCommerce
Autor: Michael Hanke
Wydawnictwo: Routledge
ISBN: 9780415775809
Rok wydania: 2014
Ilość stron: 610
Oprawa: Miękka
Waga: 1.19 kg

Recenzje: Airline eCommerce - Michael Hanke