ABSTRACT
This chapter distinguishes between the airport-to-airport cargo airlines and the integrators by taking these three Ps: Product, Promotion and Place. The Product refers to what is offered in the marketplace and covers physical attributes such as the colour, shape or size of what is being sold, or less tangible features such as quality of service and brand. Promotion is the communication of the features of the product and the price to potential consumers and will include advertising. Finally, place is the means of making the purchase and is more commonly called distribution. Air cargo airlines are offering an airport-to-airport service. Some have tried to enter the door-to-door market at least for home country collection and delivery but it has not been that successful but integrators are offering this delivery and take this overall responsibility. The integrators use their websites for more and more bookings, and boast that they set the industry standards in easy to use booking and tracking systems.
