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Title: better books are out there....
Review: I just finished reading the 5th edition. I would recommend this book ONLY to those individuals who have zero concept of the airline industry or who have never taken a basic marketing course. Otherwise this book will be a tedious and boring read, exacerbated by the endless typos and horrible writing style and sentence structure. Much of what is written is commonsense and one is often left thinking "no s**t." For those who seek a more academic analysis or more advanced treatment of the subject, I would recommend looking at stuff by Doganis or Holloway.
