General Aviation Marketing and Management

by Wells, Alexander T.; Chadbourne, Bruce D.

• ISBN13: 9780894648847
• ISBN10: 0894648845
• Edition: Revised
• Format: Hardcover
• Copyright: 1994-09-01
• Publisher: Krieger Pub Co

Author Biography

Alexander T. Wells, Ed.D. is an adjunct professor of aviation business administration at Embry-Riddle Aeronautical University. His career in the aviation industry began in 1960 and over the next 12 years he held posts in various segments of the air transportation industry. Entering academia in 1972, he taught and authored nine textbooks in the field of air transportation during the subsequent 30 years. In 2000 he was awarded the University Aviation Association's Dr. Frank E. Sorenson award for outstanding achievement of excellence in aviation research scholarship Bruce D. Chadbourne, Ed.D. has 30 years experience teaching business courses at the graduate and undergraduate levels and is currently a professor in the College of Business at Embry-Riddle Aeronautical University. As a sales manager and business owner, he has extensive experience in applying marketing and management strategies and concepts. These combine to enhance his expertise in general aviation marketing and management

Table of Contents

Preface	xi
Acknowledgements	xiii
Part One Introduction
General Aviation: A Historical Perspective	3	(16)
The Scope of General Aviation	19	(26)
Part Two FBO Management
The Fixed Base Operator: Backbone of General Aviation	45	(18)
Managing a Fixed Base Operation	63	(18)
Financial Planning and Control	81	(20)
Part Three Marketing Process
The Role of Marketing	101	(14)
Marketing Research and Prospecting	115	(16)
Transportation Needs Assessment	131	(20)
Value Analysis: Costs versus Benefits	151	(12)
Methods of Acquiring a Business Aircraft	163	(20)
Promotion and Sales	183	(12)
Sales Management	195	(124)
Appendix
A Study Guide	211	(62)
B Corporate Aircraft Sales Presentation	273	(16)
C FBO Marketing and Management Cases	289	(24)
D Three Week On-site Training Program for a New Aircraft Salesperson	313	(6)
Index	319