Successful Marketing for Survival: The Airline Industry

Abstract

Presents the structural changes taking place in the international airline industry and the progression of changes in airline marketing strategies in global markets. Discusses major criteria for survival as well as an analysis of the future of the industry. Highlights specific marketing implications such as impact on service levels, price and distribution. Presents results of a survey conducted in South Central Pennsylvania on airline selection for foreign travel for orderly decision‐making purposes by airline executives.