Factors of Airline Marketing

  • Ivan Mišetić
  • Sanja Steiner
  • Mirko Tatalović
Keywords: airline marketing, revenue management, benchmarking, pricing and demand elasticity, reservation/distribution system, network hubbing


The paper addresses several marketing related notions associatedwith airline strategic planning and positioning. Besideexamining the distinctions between network operator and nicheplayer, this paper treats the state of Croatia Airlines within thereported AEA benchmarking of the specific elements of airlinebusiness. It also studies certain aspects of the air market that influencepricing and demand elasticity, such as the impact oflow cost carriers and the practice of network hubbing.


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Marketing Decision Support, Handbook of Airline Marketing,

, New York, p. 119.

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Golden Marketing, Zagreb, 1998., str. 189.

Pearce, B.: AEA-Presidents Assembly documents, Bruxelles,

, p. 8


Prema znanstvenim radovima najveCih autoriteta na podrucju

revenue managementa (Peter Belobaba, Lawrence

Weatherforth, Paul Rose ... )

Airline Business 03/2006, p. 51

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Handbook of Airline Marketing, 1998, p. 106.

Ibidem, pp. 107-111

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TRL: Airline Performance Indicators, 2004, Crowthorne,

according to tables 1-38, prepared by the authors

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How to Cite
Mišetić I, Steiner S, Tatalović M. Factors of Airline Marketing. Promet [Internet]. 1 [cited 2024May28];19(1):11-9. Available from: http://traffic.fpz.hr/index.php/PROMTT/article/view/930
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