European Airport Retailing
Growth Strategies for the New Millennium

By Paul Freathy and Frank O'Connell
July 1998
Macmillan UK
ISBN: 0333690842
224 pages
$125.00 hardcover


'This book represents the first comprehensive overview of our dynamic and expanding industry. It provides both a strategic and operational perspective and should be read by anyone interested in the future of airport retailing.' - Harry Diehl, Managing Director, Gebr. Heinemann

'This book provides esssential reading for anyone interested in airport retailing.' - Martin Moodie, Editor in Chief, Duty Free News International

'Co-operation between industry and academia is all too far and few between. The contribution made by these two authors to an understanding of airport retailing, demonstrates how effective such co-operation can be.' - Philippe G.E.Hamon, Director General, ACI Europe, Brussels

The retail sector has undergone a major structural transformation in the past fifteen years and one aspect has been the enormous growth in airport retailing which now represents one of the major methods of profit generation for the airport authorities. With this trend set to continue, retailing will increasingly represent an important aspect of future airport development.

In European Airport Retailing the authors set out to examine the contemporary and future developments in airport retailing, both from a strategic and operational perspective. Including coverage of both tax free and duty paid retailing, the book looks at such issues as retail marketing; location and design; supply chain relationships and human resource issues.

Contents:
AIRPORT RETAILING IN THE CONTEXT OF AIRPORT DEVELOPMENT
Introduction
The Airport Industry
Industry Evolution
Airport Strategies
Why Privatise
Airport Commercialisation
Threats to the Development of a Commercial Strategy
Strategic Options for Airport Retailers
AIRPORTS AND THE RETAIL INDUSTRY
Introduction
Contemporary Retail Developments
The Airport Retailing Market
Typologies of Airport Retailing
RETAIL LOCATION, PLANNING & DESIGN
Introduction
Commercial Space Allocation
Architectural Planning
The Planning Process
Calculating Retail Space
Tenant Mix
Tenant Location
Store Design and Layout
RETAIL MARKETING WITHIN THE AIRPORT ENVIRONMENT
Introduction
The Airport Customer
Achieving Differentiation
Marketing Strategy
The Exchange Relationship
Understanding Values
Creating Value
Communicating Value
Delivery of Value
SUPPLY CHAIN RELATIONSHIPS WITHIN AIRPORT RETAILING
Introduction
Power in the Supply Chain
Relationships with Retail Supply Chain
Types of Channel
Supply Chain Operations within Airport Retailing
The Supply Chain Process
The Buying and Merchandising Process
Power and Supplier Negotiation in the Supply Chain
Negotiation with Suppliers
Evaluating the Success of the Buyer Function
Evaluating Supplier Success
Supply Chain Relationships within Airport Retailing
Some Concluding Thoughts
HUMAN RESOURCE MANAGEMENT ISSUES IN AIRPORT RETAILING
Introduction
A Theoretical Understanding of the Labour Market
Contemporary Changes in Retailing
Employment in Airports
FUTURE DEVELOPMENTS IN AIRPORT RETAILING
Introduction
Future Influences upon the Air Transport Industry
Retail Changes in the Air Transport Industry

Author Biographies:
DR PAUL FREATHY is at the Institute for Retail Studies at the University of Stirling. He is Director of the MBA in Retailing and Wholesaling by distance learning.

FRANK O'CONNELL is Group Commercial Manager for Aer Rianta the Irish Airports Authority, Director of a US based mail order company and Chairman of the Brussels based International Duty Free Confederation.

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