The paper addresses several marketing related notions associatedwith airline strategic planning and positioning. Besideexamining the distinctions between network operator and nicheplayer, this paper treats the state of Croatia Airlines within thereported AEA benchmarking of the specific elements of airlinebusiness. It also studies certain aspects of the air market that influencepricing and demand elasticity, such as the impact oflow cost carriers and the practice of network hubbing.
Smith, B. C., Barlow, J., Vinod, B.: Airline Planning and
Marketing Decision Support, Handbook of Airline Marketing,
, New York, p. 119.
Prebezac, D.: Poslovna strategija zrakoplovnih kompanija,
Golden Marketing, Zagreb, 1998., str. 189.
Pearce, B.: AEA-Presidents Assembly documents, Bruxelles,
, p. 8
Ibidem.
Prema znanstvenim radovima najveCih autoriteta na podrucju
revenue managementa (Peter Belobaba, Lawrence
Weatherforth, Paul Rose ... )
Airline Business 03/2006, p. 51
Doganis, R.: The Airline Business in the 21st Centrury,
Routledge, London, 2001. str. 166.
Ibidem.
Ibidem.
Airline Business, June 2005, str. 42.
Prebezac, D.: Op. cit. pp. 285.-287.
Berardino, F.: Integrating Airline Strategy and Marketing,
Handbook of Airline Marketing, 1998, p. 106.
Ibidem, pp. 107-111
Doganis, R.: Op.cit., p. 213
Renko, N., Delic, S., Skrtic, M.: Benchmarking u strategiji
marketinga, Mate, Zagreb, 1999., p. 26.
Spendolini, M. J.: The Benchmarking Book, Pitmann
New York, 2002., p. 25.
Renko, N., Delic., Skrtic, M.: Ibidem, p. 54
TRL: Airline Performance Indicators, 2004, Crowthorne,
according to tables 1-38, prepared by the authors
TRL: Op. cit., pp. 75 and 79
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