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| Author: | Wijnholds, H. |
| Title: | Open markets in the sky: marketing challenges and strategies for European and U.S. airlines |
| Journal: | Journal of Euromarketing
1996 : VOL. 6:1, p. 57-75 |
| Index terms: | MARKETING USA AIRLINES |
| Language: | eng |
| Abstract: | Deregulation has placed the EU passenger air service market in a state of flux. As this process continues, most of the market or route segments involved are expected to open up and become more competitive. These developments are creating fundamental changes in market features and the airlines are scrambling to adapt their marketing strategies. This article explains and examines these developments, projects what this market may look like in the near future, develops and exploratory model and several hypotheses for more effective management. |
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