• Martín Bintaned

• Aena's Notebooks

Language of the publication:

  Spanish

Air transport is part of a constantly evolving environment that modifies its structure and forces the development of new strategies and resources to deal with a market that is becoming increasingly competitive.

Airports are not immune to these changes, and those that have successfully met the new challenges have had to use tools such as marketing, which, until relatively recently, was only present in a few areas of their operations, sales.

In this book, the author tackles the need to use marketing in every area of airport management as an efficient means of attracting the traffic of the different and, increasingly numerous, airlines The examples are endless and they show how the most competitive airports, the ones that obtain profits, have used different incentives and marketing strategies and, in short, a new style of customer-oriented management, based on knowing what the customer wants and why they move, providing solutions and anticipating their preferences.