"How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This … missed by marketing due to the pervasive postmodernist ideology, and propose a new and fruitful approach pivoting on the … significance of reality to marketing analyses and models. Intensifying reference to reality will boost marketing research and …

principles and practice of airport marketing as well as the major changes and future marketing challenges facing the airport … sector. It applies principles of marketing within the airport industry, and examines airport marketing and its environment …, how to define and measure the market for airport services, airport strategic marketing planning, and individual elements …