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C/M/2266. Dissertation. Marketing and branding strategies of Malaysia Airlines

WORDS:
9050
DATE:
2011
PRICE:
99.99 GBP

The dissertation investigates marketing strategies adopted by Malaysia Airlines (MAS) towards branding. Literature is reviewed on the theory of marketing and branding, the features of modern air travel and airline industry, brand identity management in the airline industry, the use of analytical models of SWOT and 4P marketing mix as marketing tools, etc. The methodology of the research is based on secondary data and primary data obtained from interviews and questionnaires with MAS customers. Conclusions are made about brand identity techniques and promotional schemes that can help the airlines to gain customer attention.

 

KEYWORDS: Dissertation, marketing, branding strategies, Malaysia Airlines, SWOT, marketing mix,

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