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

Abstract

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.

References

Smith, B. C., Barlow, J., Vinod, B.: Airline Planning and

Marketing Decision Support, Handbook of Airline Marketing,

, New York, p. 119.

Prebezac, D.: Poslovna strategija zrakoplovnih kompanija,

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

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

, p. 8

Ibidem.

Prema znanstvenim radovima najveCih autoriteta na podrucju

revenue managementa (Peter Belobaba, Lawrence

Weatherforth, Paul Rose ... )

Airline Business 03/2006, p. 51

Doganis, R.: The Airline Business in the 21st Centrury,

Routledge, London, 2001. str. 166.

Ibidem.

Ibidem.

Airline Business, June 2005, str. 42.

Prebezac, D.: Op. cit. pp. 285.-287.

Berardino, F.: Integrating Airline Strategy and Marketing,

Handbook of Airline Marketing, 1998, p. 106.

Ibidem, pp. 107-111

Doganis, R.: Op.cit., p. 213

Renko, N., Delic, S., Skrtic, M.: Benchmarking u strategiji

marketinga, Mate, Zagreb, 1999., p. 26.

Spendolini, M. J.: The Benchmarking Book, Pitmann

New York, 2002., p. 25.

Renko, N., Delic., Skrtic, M.: Ibidem, p. 54

TRL: Airline Performance Indicators, 2004, Crowthorne,

according to tables 1-38, prepared by the authors

TRL: Op. cit., pp. 75 and 79

How to Cite
1.
Mišetić I, Steiner S, Tatalović M. Factors of Airline Marketing. Promet [Internet]. 1 [cited 2022Dec.2];19(1):11-9. Available from: http://traffic.fpz.hr/index.php/PROMTT/article/view/930
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