Developing a retail marketing strategy to promote both airport and retailers

Alan Bork

Journal of Airport Management, 2007, vol. 1, issue 4, 348-356

Abstract: Most airports acknowledge the importance of attracting airline customers by practising ‘airline marketing’, such as opening new routes or increasing frequencies on existing routes. However, many airports are paying too little attention to ‘retail marketing’. This paper aims to direct more attention to this area and will try to answer two questions: why retail marketing is important and how it should be undertaken.

Keywords: supporting retail; clear marketing position; commercial vision; paradigm shift; consumer perception; tempted to shop; window of opportunity; tracking passenger behaviour (search for similar items in EconPapers)
JEL-codes: M1 M10 R4 R40 (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:jam000:y:2007:v:1:i:4:p:348-356

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