The Role Of B2b Marketing Activities In Enhancing The Sales Of Private Egyptian Air Carriers

Authors

1 Researcher, Faculty Of Tourism And Hotels, Luxor University, Egypt

2 Faculty Of Tourism And Hotels, Luxor University, Egypt

3 Faculty Of Tourism And Hotels, Minia University, Egypt

Abstract

Airline companies employ marketing practices in a fiercely competitive environment with increasing rivals and higher customer expectations. Therefore, the purpose of the current study is to demonstrate the impact of business to business (B2B) marketing practices on enhancing the sales of private Egyptian air carriers. The current study utilized the quantitative and qualitative approaches to achieve the study objectives. To collect data, questionnaire targeted the marketing, sales and customer services managers of private Egyptian air carriers. Data collected were analyzed using SPSS (23) statistical tool. The study found that there is a statistical significant and positive correlation between marketing performance measurement system and B2B marketing practices, besides it declared the positive influence of B2B marketing practices on sales growth. Moreover, the study declared the necessity of implementing effective marketing performance measurement system to support marketing managers at private Egyptian air carriers to achieve the marketing objectives in cost effective manner.

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