The 4Ps of Marketing in the Global Aviation Industry. Analyzing the Strategies of LCCs & FSCs

      Аннотация: For the time being, in order to recognize the airline business model, it is necessary to investigate how the aviation industry has evolved since the airline deregulation act of 1978. Liberalization of the air transport industry in the US by 1978 and then in the early 1990s in the Eu, that was resulted in having the LCCs, has led to significant changes in the global airline industry.Before the emergence of LCCs, the aviation market was dominated by two basic types of airlines, traditional and charter carriers. Since LCCs penetrated the aviation industry, they are of the fastest growing and becoming an important part of the global commercial aviation industry. This BOOK pursues to highlight on the phenomenon of LCCs, potentials, factors of success, and the reasons which led to the emergence of LCCs. The book objectives are as follows: (1) Studying the experience of LCCs and the extent of their success in the aviation industry globally, (2) Identifying the influence of LCCs on FSCs, (3) Identifying the influence of LCCs on LCTs, (4) Identifying factors affecting pasengers' purchasing decision-making, and (5) Examining the influence of the 4Ps on passengers' purchasing decision-making.

Ключевые слова: Low-Cost Carriers (LCCs), Full Service Carriers (FSCs), 4Ps, Purchasing decision, Frequent Flyer Programs (FFPs), Global Distribution Systems (GDSs).