Promoting branded fare families and ancillary services: Merchandising and its impacts on the travel value chain

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Over the past few years, some airlines have been promoting branded fare families and ancillary services. This phenomenon has a ripple effect on the airline value chain – from the back-end revenue accounting to the front-end displays across all channels of distribution. This paper reviews the end-to-end impacts of promoting branded products and ancillary services across all channels of distribution.Journal of Revenue and Pricing Management (2009) 8, 174–186. doi:10.1057/rpm.2008.63; published online 6 February 2009

Document Type: Research Article


Publication date: March 1, 2009

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