METODOLOGICZNE PODSTAWY ISTOTY POTENCJAŁU MARKETINGOWEGO LINII LOTNICZEJ
METHODOLOGICAL FOUNDATIONS OF THE MARKETING POTENTIAL ESSENCE OF THE AIRLINE
Author(s): Svitlana Petrovska, Tetiana ShkodaSubject(s): Economy, Business Economy / Management, Sociology, Methodology and research technology, Management and complex organizations, Welfare services, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: potential; methodology; marketing; airline; civil aviation;
Summary/Abstract: The subject of the research presented in the article is the airline marketing potential. The purpose of this article is to determine the essence of the methodological foundations of the airlines marketing potential in civil aviation based on a system approach. In this article the methodological basis of the essence of the airlines marketing potential in civil aviation is formulated, which significantly differs from previously implemented concepts. Modern understanding of the enterprise potential and peculiarities of the airline marketing activities are also investigated in this article.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 37
- Page Range: 79-91
- Page Count: 13
- Language: Polish