Cross-border marketing of Dresden Airport

Abstract

The integration of Poland and the Czech Republic into the EU and the improved infrastructure between the metropolitan areas around the border triangle have extended Dresden Airport's catchment area and increased competition. Based on an analysis of the strengths and weaknesses of the airports serving the catchment area with regard to different product segments, the marketing team of Dresden Airport, together with its partners, use different distribution and communication channels to promote the airport and the products of airlines serving it. Controlling tools have to be established.