Evolution of Communication Policy of Global Airlines after 2008 Crisis

Student: Aleksanyan Yana

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2017

The high social and economic importance of the civil aviation industry makes it necessary to identify mechanisms for building an effective communication strategy to maintain the competitiveness of airlines in different market conditions. In this paper, based on the analysis of the marketing and communication strategies of global airlines, a trend has been identified to use personalization of communications as a tool to improve competitiveness in the face of more profitable offers in the category of price advantage. This study also identifies the main factors influencing the evolution of approaches to building the communication policy of global airlines. Keywords: communication policy, global airlines, competitive advantages, personalized communications, crisis, evolution.

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