Air Transport World

Have you hugged your marketing department lately? (air lines) (editorial)

This month we are concluding our twentieth anniversary celebration with comments from industry people on what they feel were the most significant developments during the past 20 years. Having gone over our guest editor material we are caught up in the spirit of the game, and so we offer some thoughts of our own herewith.

The industry has grown so much and gone through so much in the last 20 years. In 1963 the airlines around the world did about $7 billion in revenues. This year they will do over $100 billion. Traffic has grown more than eight fold.

If we had to name the biggest change that has taken place it would be in marketing. In this field the industry today bears almost no similarity to that of 20 years ago. And unfortunately, and through no fault of its onw, the airlines might be far behind the rest of the players in the world economy when it comes to marketing.

It seems that over the past 10 years or so marketing has taken over as the dominat element in all corporate endeavor. …

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