METODOLOGICZNE PODSTAWY ISTOTY POTENCJAŁU MARKETINGOWEGO LINII LOTNICZEJ

The subject of the research presented in the article is the airline marketing potential. The purpose of this article is to determine the essence of the methodological foundations of the airlines marketing potential in civil aviation based on a system approach. In this article the methodological basis of the essence of the airlines marketing potential in civil aviation is formulated, which significantly differs from previously implemented concepts. Modern understanding of the enterprise potential and peculiarities of the airline marketing activities are also investigated in this article.