publication . Doctoral thesis . 2012

An integrated marketing approach for a medium-sized South African airline in a deregulated market

Open Access
  • Published: 05 Sep 2012
  • Country: South Africa
Abstract
M.Comm. The overall goal of this study is to provide a medium-sized South African airline with the theoretical framework and necessary research and analyses, in developing an integrated marketing approach in a deregulated environment. The objectives of the study are : to analyse the macro and market variables that could impact on the marketing efforts of a medium-sized South African airline. to assess a medium-sized South African airline's marketing efforts (in response to external variables) using existing theories and the airline's own set objectives. to link the marketing efforts of a medium-sized South African airline to internal variables, to be able to pro...
Subjects
free text keywords: Airlines - South Africa - Marketing
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