Rigas Doganis - Flying Off Course: Airline Economics and Marketing (Fourth Edition)

Flying off Course

The airline industry presents an enigma. High growth rates in recent decades have produced only marginal profitability. This book sets out to explain, in clear and simple terms, why this should be so. It provides a unique insight into the economics and marketing of international airlines.

Flying off Course has established itself over the years as the indispensable guide to the inner workings of this exciting industry. This enlarged fourth edition, largely re-written and completely updated, takes into account the sweeping changes which have affected airlines in recent years. It includes much new material on many key topics such as airline costs, open skies, air cargo economics, charters and new trends in airline pricing.

It also contains two exciting new chapters on the economics of the low-cost no-frills carriers and on the future prospects of the industry.

The book provides a practical insight into key aspects of airline operations, planning and marketing within the conceptual framework of economics. It is given added force by the authors hands-on former experiences as a Chairman and CEO of Olympic Airways and as a non-executive Director of South African Airways.

Rigas Doganis is a Consultant to airlines and governments, and is a non-executive director of easyJet and Hyderabad Airport. He is the author of The Airline Business and The Airport Business, also published by Routledge.

Flying off Course

Airline economics and marketing

Fourth edition

Rigas Doganis

LONDON AND NEW YORK

First published 1985
by HarperCollins Academic

Second edition 1991

Third edition 2002

Fourth edition 2010
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Simultaneously published in the USA and Canada
by Routledge
270 Madison Avenue, New York, NY 10016

Routledge is an imprint of the Taylor & Francis Group, an informa business

This edition published in the Taylor & Francis e-Library, 2009.

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1985, 1991, 2002, 2010 Rigas Doganis

All rights reserved. No part of this book may be reprinted or reproduced
or utilised in any form or by any electronic, mechanical, or other
means, now known or hereafter invented, including photocopying
and recording, or in any information storage or retrieval system,
without permission in writing from the publishers.

British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library

Library of Congress Cataloging in Publication Data
Doganis, Rigas.
Flying off course : airline economics and marketing /
Rigas Doganis. 4th ed.
p. cm.
Includes bibliographical references and index.
1. Aeronautics, Commercial. 2. Aeronautics, CommercialMarketing.
3. Airlines. 4. AirlinesMarketing. I. Title.
HE9780.D64 2009
387.71dc22 2009023298

ISBN 0-203-86399-2 Master e-book ISBN

ISBN 10: 0-415-44736-4 (hbk)

ISBN 10: 0-415-44737-2 (pbk)

ISBN 10: 0-203-86399-2 (ebk)

ISBN 13: 978-0-415-44736-2 (hbk)

ISBN 13: 978-0-415-44737-9 (pbk)

ISBN 13: 978-0-203-86399-2 (ebk)