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Advisor(s)
Abstract(s)
A presente dissertação incide sobre a importância do marketing na indústria do transporte
aéreo. Num sector em permanente ebulição, a aviação tem vivido mudanças importantes no
sentido da sua internacionalização. O tráfego internacional tem crescido a um ritmo alucinante
e as transportadoras começam a perder a sua identidade nacional à medida que os acordos e
alianças são peças fundamentais para a sobrevivência das mesmas.
A dissertação pretende mostrar o modo como a TAP Air Portugal se tem preparado para
enfrentar estes novos desafios, colocados, não só pelo fim das ajudas governamentais, como
também, pela entrada do grupo Swissair no capital da companhia nacional portuguesa.
This dissertation intends to focus on the importance of marketing in the air transport market. In a sector in permanent change, the aviation is becoming increasingly intemationalized. The intemational traffic is growing rapidly and the aiffines are beginning to loose their national identity as airline alliances are an important key to their survival. The dissertation shows how TAP Air Portugal is becoming prepared for these new challenges, as the help with state funds in the European Union are no longer possible and the increase of the significance of the Swissair's partnership is a goal to be achieved in the near future by means of shares' acquisition.
This dissertation intends to focus on the importance of marketing in the air transport market. In a sector in permanent change, the aviation is becoming increasingly intemationalized. The intemational traffic is growing rapidly and the aiffines are beginning to loose their national identity as airline alliances are an important key to their survival. The dissertation shows how TAP Air Portugal is becoming prepared for these new challenges, as the help with state funds in the European Union are no longer possible and the increase of the significance of the Swissair's partnership is a goal to be achieved in the near future by means of shares' acquisition.
Description
Mestrado em Gestão/MBA
Keywords
Aliança Cliente Internacionalização Marketing (Des)Regulamentação Transporte aéreo Air Transport Airline Alliance Customer Internationalisation Marketing (De)Regulation
Pedagogical Context
Citation
Xavier, Tito Duarte de Almeida Matos Simões (2003). " O papel do marketing na indústria do transporte aéreo". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão