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 provide a truly "integrated" analysis of all marketing activities. to provide broad guidelines for future marketing activities undertook by a medium-sized South African airline.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:3572 |
| Date | 05 September 2012 |
| Creators | Louw, Nicolaas Salomon |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
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