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4 Marketing Guidebook for Small Airports 1.3 NAVIGATING THE GUIDEBOOK The Guidebook is divided into four main sections that address how to put together, manage, and monitor a mar- keting plan (see Exhibit 1.2). PART 1 includes this introduction and the basics of what goes into a marketing plan. PART 2 presents seven steps to prepare and implement a marketing plan. PART 3 describes public relations, advertising, and networking tools that airports can use. Tools are evaluated for cost, effectiveness, and complexity to implement. PART 4 is a collection of additional resources for airport managers: worksheets to prepare a marketing plan case studies of airport marketing programs a bibliography, glossary, and frequently asked questions This how-to approach invites readers to (a) start at the beginning and read through the entire Guidebook or (b) use the Guidebook as a reference and scan areas of interest. The intention here is to introduce the basic framework and to provide success stories from other airports, tools, and worksheets that will help you construct an effective marketing program. Exhibit 1.2--Guidebook Organization. Part Part Part Part 1 2 3 4 Introduction Preparation Tools to Additional to & Execution Implement Resources Airport of a the Plan Marketing Marketing Plan Source: KRAMER aerotek, inc., March 2009