Главен редактор
  • проф. д-р Христина Николова
Редакционен съвет
  • проф. д-р Христина Николова, УНСC
  • проф. д.с.н. Елка Тодорова, УНСС
  • проф. д.ик.н. Пламен Мишев, УНСС
  • проф. д.н. Мая Ламбовска, УНСС
  • доц. д-р Тодор Недев, УНСС
  • доц. д-р Дорина Кабакчиева, УНСС
Научен секретар
  • доц. д-р Александър Вълков, УНСС
  • ас. д-р Веселина Любомирова, УНСС
Международен редакционен съвет
  • Damian Stantchev, PhD
    Edinburgh NAPIER University, UK

  • Ivaylo Vassilev, PhD
    University of Southampton,UK

  • Prof. Irina Kuzmina-Merlino, PhD
    Transport and Telecommunication Institute, Riga

  • Milan Zdravkovic
    University of Niš, Serbia

  • Prof. Niculae Mihaita, PhD
    Bucharest Academy of Economic Studies, Romania

  • Prof. Ricardo Jardim-Gonçalves, PhD
    UNINOVA institute, New University of Lisbon, Portugal

  • Prof. Ing. Jaroslav Belás, PhD
    Tomas Bata University in Zlín, Czech Republic

  • Prof. John Rijsman, PhD
    Tilburg University

  • Prof. Ing. Zdenek Dvorák, PhD
    University of Zilina, Slovak Republic

  • Prof. Zoran Cekerevac, PhD
    “Union – Nikola Tesla” University in Belgrade, Serbia

Marketing Approaches for Increasing the Competitiveness of Air Transport
Научни трудове на УНСС - Том 3/2018
година 2018
Брой 3

Marketing Approaches for Increasing the Competitiveness of Air Transport


The marketing criteria of consumers in air transport have increased significantly in recent years – consumers have become more informed and harder to please. In order to properly respond to this challenge, air companies have focused their efforts on developing direct sales, created programs for encouraging frequently travelling passengers, formed alliances and used a multitude of other measures towards expanding market shares, reducing expenses, etc. At the same time, the dynamic and competition on the global air market have necessitated the development and implementation of new approaches in solving the goals that air companies face in terms of marketing. The topicality of the problem is the basis for the motivation behind the choice of topic for this paper, whose purpose is to analyze marketing approaches for increasing the competitiveness of air companies according to the example of the UAE’s national carrier – Etihad Airways. On the basis of an analysis of scientific literature in the field of marketing, as well as statistic and accounting documents related to the air company’s activity, it has been concluded that Internet relations, globalization, the dynamic of the transport market and the unprecedented changes in economy have forced air companies to reconsider their market strategies and marketing approaches in order to improve their competitiveness.              

JEL: R40, R41, R49

Ключови думи

marketing strategy, air transport, transport market, marketing approaches, competitiveness of the air market
Свалете Research Papers_vol3_2018_No11_S Tzvetkova.pdf

ISSN (print): 0861-9344
ISSN (online): 2534-8957