ASPECTS OF MARKETING APPLICATION WITHIN AIRLINE TRAVELLING COMPANIES. THE CASE OF ALBANIA

Abstract

The objectives of the research were defined through the following tasks: 1. To synthesise the features of daily marketing activities of the airlines operating on the Albanian market and establish their strengths and weaknesses. 2. To analyse and establish if there are marked differences in marketing activities of the airlines operating on the Albanian market. Different sources of primary and secondary data were used in analysis of services marketing of airlines operating on the Albanian market. The nature of the research was exploratory. Primary data were mostly gathered from expert opinion by means of personal interviews. The depth interviews took place in offices of the respondents.