Vol. 5, Issue 3, Part C (2019)

Abstract
Marketing airline products and services has always been highly competitive and requires that rigorous strategic planning is put in place for achieving maximum growth and profitability. With the domestic travel becoming more cost effective, the Airline industry is tapping the potential to the maximum to penetrate deeper to attain competitive edge. The international travel still needs a buffer from the marketers for innovation in service, price promotion, brand building and the like. The present study is a conceptual study of the Indian Airline Industry.