A Proposed Model for applying sustainable marketing strategy as a tool to improve the marketing performance Field study: Egypt air training academy | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Article 4, Volume 15, Issue 2, 2018, Pages 29-44 PDF (603.69 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2018.47934 | ||
| Author | ||
| Yasmeen Abd El-moaty Attia* | ||
| The High Institute for Tourism and Hotels EGOTH | ||
| Abstract | ||
| This study aims to propose a model for applying sustainable marketing strategy (customer oriented marketing, customer value marketing, innovative marketing, sense of mission marketing and societal marketing), in EgyptAirTrainingAcademy in order to improve its marketing performance. The study uses the analytical descriptive approach, tools and methods to describe the study quantitatively and qualitatively. The study concludes that effective application of sustainable marketing strategy through the proposed model, significantly affects the improvements of marketing performance of EgyptAirTrainingAcademy. The study a number of recommendations to improve sustainable marketing practices in the Academy. | ||
| Keywords | ||
| Sustainable marketing – marketing performance – sense of mission marketing – sustainable marketing mix | ||
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