Marketing strategy and airport revenue at FlyBalaton Airport

Abstract

This paper focuses on major trends in the aviation industry, including the differences between large and regional airports. Marketing strategy is a part of corporate strategy, which has to be analysed, evaluated and implemented in line with other strategy items. This paper will show why switching from the 4P model to implement the 4C model is more suitable for small airports. The paper also describes the consequences of the change regarding customers, airlines and airports as well as the tangible results of such implementation.