Abstract
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.