THEORETICAL AND PRACTICAL ASPECTS OF MARKETING SERVICES OF AIRLINES
Subject/topic The organization's marketing policy in the service industry has significant differences from the marketing of the company that works with the goods. In this connection, it is of interest to analyze the aviation services market using the 4P and 7P complex marketing theory. Goals/objectives The purpose of the study - based on the systematization of the theory of an integrated approach in marketing services and analysis of information about customers of the airline, identify the causes of customer requests, assess the level of staff quality, identify sources of information about the airline, etc. Methodology In the process of writing the article, the author used various research methods, both special and general, in particular: the method generalizations, synthesis, analysis, statistical method and others. Conclusion and Relevance An analysis of the aviation services market allows us to conclude that the theory of the 7P marketing mix is transiently replacing previous models. Growth in demand for services rather than product contributes to the development of the 7P concept. The last three aspects of the concept are internal and constantly gaining momentum. Study showed that the aviation company PJSC AEROFLOT uses a variety of methods of interaction with consumers - this is: advertising in the media, press conferences, exhibitions, etc. However, more than half of the surveyed consumers use the Internet constantly (61%) and would like to receive information about aviation company from the Internet.