Below are the first 10 and last 10 pages of uncorrected machine-read text (when available) of this chapter, followed by the top 30 algorithmically extracted key phrases from the chapter as a whole.
Intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text on the opening pages of each chapter.
Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.
Do not use for reproduction, copying, pasting, or reading; exclusively for search engines.
OCR for page 4
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
