Thesis
Airlines marketing : a case study of the Middle East airlines
- Creator
- Rights statement
- Awarding institution
- University of Strathclyde
- Date of award
- 1989
- Thesis identifier
- T6449
- Qualification Level
- Qualification Name
- Department, School or Faculty
- Abstract
- The research was carried out, to examine the marketing practices of the Middle East Airlines and if need be to recommend effective marketing techniques to improve their performance. The thesis is comprised of two main parts. namely the literature review and the field work. The literature review encompasses chapters two, three, four, five and six where defaults of previous works were reviewed. The field work in chapter seven consists of case studies of three Middle East Airlines, namely, Royal Jordanian, Gulf Air and Emirates Airlines. In the fieldwork, unstructured in-depth interviews were conducted to examine the hypotheses. The results indicated that the marketing strategies of these airlines are ineffective due to lack of market orientation and market research. The results also demonstrated that these airlines tend to be rather limited in attracting tourists and business travellers. The concluding chapter puts into perspective the general "scenario" and the interacting forces with the airlines in the Middle East. The researcher has recommended the adoption of proper marketing techniques to gain competitive advantage. This has been presented with the four Is:- Information gathering, Identification of tar jet markets and objective setting, Integration of strategies to achieve objectives and the obsession of 'Intent" to motivate and attain long term success.
- Advisor / supervisor
- Jenkins, C. L.
- Resource Type
- DOI
- Funder
Relations
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