Marketing Science 1996
Air traffic company marketing
Abstract
In response to the ever stronger competition at the air traffic market, more and more airlines have been adopting a marketing conception which conducts business policy. In this text representing one of the possible approaches to its application, three important issues for an airline's successful operation are particularly emphasized: 1. A marketing orientation which primarily represents a new approach of bringing two parties into clearly understood relation - an airline that provides the service and a passenger who uses it. 2. A strategic orientation which considers company's objectives and goes into two directions: - outwards, to the market, inwards, to all the employees. 3. An information system which is based on all relevant external factors and internal resources precisely defined and submitted to continuous research and updating.
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