Understanding Strategy Marketing Public Relations Used By Qatar Airways

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Pattipeilohy, Jeanny Kelly (2023) Understanding Strategy Marketing Public Relations Used By Qatar Airways. UGP-Thesis thesis, LSPR Communication and Business Institute.

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Abstract

The airlines industry is one of the main contributors in the world’s economy. It is the key for globalization that makes the world interconnected. The industry is often described as a highly volatile industry. Threats such as terrorist attack, outbreak disease, political upheaval and oil prices are the things that airlines company have to consider. Qatar Airways as the national carrier of the State of Qatar have been awarded as World’s Best Airlines for 7th times. The airline faced the same threats as any other airline. Communication is important in order airline to provide a credible message to its public. Marketing Public Relations strategy is combination of the public relations and marketing mix. The problem statement in this study is on how does the strategy marketing public relations used by Qatar Airways. By using qualitative-descriptive, researcher choosing to focus on the research on Qatar Airways Indonesia’s strategy marketing public relations that the airline implemented from 2017-2023. The result of this study is that Qatar Airways has been maximizing the tools of marketing public relations strategy especially in push strategy where they focus on trade publicity and publications. Websites, exhibitions, e-newsletters, press conference, media events/tours, and local sponsorships as part of the pull and pass strategy. The practical significance of this study resides in its MPR guidelines for organizations such as Qatar Airways for the purpose of answering customer needs’. Academic significance lies in the contribution it makes to MPR strategy.

Keywords: Airline Industry, Qatar Airways, Marketing Public Relations

Item Type: Thesis (UGP-Thesis)
Additional Information: Public Relations
Subjects: H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Communication, Communication Studies > Public Relations & Digital Communication
Depositing User: Ms Kartika S
Date Deposited: 15 Feb 2024 04:17
Last Modified: 15 Feb 2024 04:17
URI: http://repository.lspr.ac.id/id/eprint/2599

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