Flying Off Course

'This fifth edition of Flying Off Course is the indispensable book for anyone who wants to learn about the reality of running a modern airline. It explains the good, the bad and the ugly of this most challenging and volatile of industries. Prof. Doganis speaks with practical experience as he often fed medicine to sick airlines and cured their ills. I own the first edition and blame the book for embroiling me in this crazy aviation world. I recommend it to anyone new to the industry as it is authoritative, easy to read and, most importantly, reflects the real world of airline business. It is money well spent and many airline executives would save millions by reading it.' Peter Bellew, Chief Operations Officer, Ryanair Flying Off Course is a must-read book for anyone interested in better understanding of the economics of airlines and their marketing best practices. Whether you are a newcomer or a captain of industry, there is so much to learn from this very well written book, as it provides a comprehensive and practical coverage of the airline business and its environment. Many academics and industry practitioner including myself, have benefited from previous editions of the book! Fariba Alamdari, Vice President of Boeing Global Learning Institute This long established book has been completely updated and includes much new material on airline alliances , on the new pricing policies and ancillary revenues , on the economics of long-haul low-cost and on much more. Peppered with actual examples from airlines around the world , the book provides a practical understanding of the fundamentals of airline economics and marketing. Airline News The new edition is again well written and illustrated with real examples and case studies. Rigas Doganis has again succeeded in giving an insider's lucid view of the economics and marketing of the airline industry. Aviation Strategy