Titlebook: Beyond the Low Cost Business; Rethinking the Busin Josep Francesc Valls Giménez Book 2013 Palgrave Macmillan, a division of Macmillan Publi

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Brand Marketing at a Time of Heightened Price Sensitivity,ty), but millions of travellers are willing, if the price is low enough, to travel to airports at some distance from the destination, or to pay for their own food and drink or excess baggage as long as these two key factors of carriage to a specific destination and air safety are retained (even agreeing to walk a short distance if necessary).

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The Birth of the Low-Cost Phenomenon,decade, caused the position of price as a deciding factor in the valuation of a product to change definitively. Where it had once been towards the end of the pre-purchase process, it now had a new, pre-eminent position as the absolute initial purchase discriminator, at the moment that the purchase is first conceived.

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