Airline e-Commerce : Log on. Take off. (Hardcover)

1. Introduction 1.1. The Opportunity 1.2. Airline E-commerce: What is it Really? 1.3. How Did It Get Started? A Brief Overview of the Beginning of Airline E-commerce 1.4. Fundamental Airline E-commerce Concepts 1.5. The Value Proposition Of Airline E-commerce 1.6. New Rules of the Game: The Attention Economy 1.7. Legacy Airlines vs "Dotcom" Airlines 1.8. Managerial Issues In Airline E-commerce 2. Digital Airline E-commerce Properties in Airline E-commerce 2.1. Airline E-commerce Properties: An Overview 2.2. Features on Airline E-commerce Properties: A Quick Tour 2.3. The Impact of Globalization, Personalization, and Web Accessibility On Digital Airline E-commerce Properties 2.4. What Platforms & Features to Implement and How? 3. Airline E-Marketing 3.1. Introduction 3.2. The Rise of Airline E-Marketing 3.3. Why Is E-Marketing So Attractive? 3.4. First Marketing Principle: "Know Your Customer" 3.5. The Rise of the Millennial Traveler 3.6. Airline Marketing Communication with Web Travelers 3.7. Traditional Media3rd Party Formats Deployed in Airline E-marketing 3.8. Digital Media Deployed inby Airline E-Marketings in Marketing Communication 3.9. Email Marketing 3.10. Social Media Marketing 3.11. The Role of Social Media Influencers 3.12. Airline Blogs 3.13. Airlines & 3rd Party Blogsging Platforms 3.14. Game Advertising 3.15. The Role of Gamification in Airline E-Marketing E-commerce 3.16. Airline Social Media Communities 3.17. Airline Mobile Marketing 3.18. Computing Wearables: The Next Frontier for Mobile Marketing? 3.19. The Management ofManaging your www.Airline.com Domain Names 3.20. Building aa Solid Airline Domain Name Portfolio 3.21. Dealing with Domain Name Squatters 3.22. Anti-branding Corporate Hate Sites: The Ultimate Brand Infringement? 3.23. Something to Watch Out for: The Rise of Social Squatting 3.24. Critical Success Factors for Managing aAn Airline Domain Name Portfolio 3.25. Airline Web Site Design & Web Traveler User Experience 3.26. Ergonomic Factors 3.27. The Role of Digital Media Agencies 4. Airline E-Sales & Distribution 4.1. E-Saless & Distribution Overview 4.2. Setting the Stage: A Brief History of E-sales & Distribution 4.3. Marketplace Structures 4.4. Selling Directly vs Selling Indirectly 4.5. Deep Dive: Profiling the Market Segments 4.6. Profiling the Players 4.7. Ancillaries: Airlines Turning Into Merchandising & Becoming Retailers 4.8. The Cost of Airline E-Sales & Distribution 4.9. The Issue of Direct Connect 4.10. Open Booking: The Corporate Version of Direct Connect 4.11. Airline Online Pricing: An introduction 4.12. Issues to Look Out for in Airline E-sales & Distribution 5. Multi-Channel Customer Service For Web Travelers: A Guide & How to Optimize It 5.1. Introduction 5.2. Web Traveler Preferences in Customer Service 5.3. Web Customer Service Issues: Why They Exist 5.4. Resolving Web Customer Service Issues 5.5. The Cost of Customer Service 5.6. Web Customer Service Channels: Detailed Overview 5.7. Emerging Web Service Channels 5.8. Web Customer Service: Who Is Organizationally Responsible for Managing It? 5.9. Analytics & Measurement of Web Customer Service 5.10. The Tiered Multi-Channel Approach 5.11. The Importance of Seamless Web Customer Service 5.12. Developing Integrated Multi-Channel Capability 6. The Airline E-commerce Organization 6.1. Introduction 6.2. The Right Airline E-commerce Organization: Does It Exist? 6.3. The Role of Resources, Values, And Processes in an Airline Organization 6.4. Types Of Organizational Structure: Who Is In Charge? 6.5. The Dedicated E-commerce Organization: A Closer Look 6.6. Inside the E-commerce Box: Key Roles & Areas for a Successful Organization 6.7. Towards An Ideal Airline E-commerce Organization 6.8. What Is Going On At Airlines? 6.9. Formal Airline E-commerce Organization Charts 6.10. What is the Ideal Digital Leadership at an Airline? 6.11. The Leader of Airline E-commerce 6.12. Challenges in the Airline E-commerce Organization 6.13. The Future of Airline E-commerce Organizations 7. Airline E-commerce Strategy 7.1. Airline E-commerce Strategy: Definition and Necessity 7.2. The Strategy Process in Airline E-commerce: Getting Started 7.3. The Quiet Beginning of Airline E-commerce Strategy 7.4. Drivers of Airline E-commerce Strategy 7.5. The Airline E-commerce Mission 7.6. The Identification and Setting of E-commerce Goals 7.7. Strategic Analysis 7.8. Supporting Organizational Arrangements 7.9. Building an Airline E-commerce Strategy 7.10. Implementing Strategy 7.11. How Ready Is Your Airline to Embark on a Transformation Course? 7.12. Measuring Airline E-commerce: The Digital Airline Score (DAS) 7.13. How to Improve the Level of E-commerce Use and Adoption 7.14. Conclusion