%0 Book
%A Matthias Schimmel
%D 2014
%C Hamburg, Germany
%I Anchor Academic Publishing
%@ 9783954896639
%T Communication in the U.K. Budget Airline Industry: How PR affects corporate success
%U https://m.anchor-publishing.com/document/287456
%X The main purpose of this study is to investigate how Public Relations are currently used as a communication tool within the UK budget airline industry, and how the student segment in the UK corresponds to these measures. To gain a holistic understanding of the topic, facts on the UK air transport market are introduced briefly, with a special regard to the two leading budget airlines, Ryanair and EasyJet. Furthermore, the importance of PR for the airline industry is assessed by the conducted field research.
%K Low Cost Airlines, PR, International Marketing, Public Relations, Consumer Behaviour
%G English